Grundéns Reimagines Packaging for a Circular Future

Grundéns, a global leader in fishing apparel, is advancing its sustainability journey by transitioning to fully recyclable packaging across its entire apparel line.

In partnership with Vela™, the brand is replacing traditional plastic polybags with a paper-based solution designed to perform at scale, aligning with its broader commitment to protecting oceans and the environments its customers depend on.

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The Challenge‍

Like most apparel brands operating globally, Grundéns relied on plastic polybags to protect garments throughout manufacturing, transportation, and retail. While effective from a performance standpoint, these materials contribute significantly to environmental pollution and are rarely recycled in practice.

In recent years, the brand explored compostable alternatives as a step forward. However, the lack of consistent infrastructure and the uncertainty around consumer disposal behaviors made it difficult to guarantee a meaningful environmental outcome.

Grundéns needed a solution that could go beyond incremental improvements, one that ensured performance, scalability, and a clear, reliable end-of-life pathway.

The Solution

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Grundéns partnered with Vela™ to introduce a paper-based packaging system that integrates seamlessly into existing operations while enabling real-world recyclability.

Vela bags act as a direct replacement for plastic polybags, offering the same level of protection and efficiency, but with a fundamentally different environmental impact. Designed for compatibility with existing paper recycling streams, they remove the ambiguity often associated with alternative materials.

At the same time, the solution maintains key functional features required by global supply chains:

• Durable structure to withstand handling, transport, and storage
• Semi-transparency to ensure visibility and operational efficiency
• FSC-certified paper sourcing to guarantee responsible material origins
• Compatibility with existing packing processes, avoiding disruption
  

This combination allows Grundéns to transition without compromising performance or adding operational complexi

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Implementation

The rollout was executed across Grundéns’ full apparel range, with a focus on continuity and scalability. Rather than redesigning processes, the new packaging was integrated into existing workflows, ensuring a smooth transition across production and distribution.

Attention was also given to optimizing the broader system. Packaging formats were standardized to reduce material use, while production was aligned regionally where possible to limit transport impact—supporting a more circular-by-design approach.

‍On-pack communication plays a key role in the implementation, guiding consumers toward correct disposal and reinforcing the fully recyclable nature of the packaging.‍

The Impact

By adopting Vela™, Grundéns has made a tangible shift toward a more circular packaging model—one that delivers both environmental and operational benefits aligned with broader ESG commitments

Key outcomes include:

• Elimination of single-use plastic polybags across the apparel line
• Improved recyclability through alignment with widely available paper streams
• Reduced carbon footprint through optimized logistics and material choices
• Greater clarity for consumers on how to dispose of packaging responsibly

The transition is supported by Vela’s certifications and responsible sourcing standards, ensuring credibility across the value chain.

Beyond internal impact, the initiative also positions Grundéns as a forward-thinking brand within the industry—demonstrating that scalable, practical alternatives to plastic are already available through paper-based packaging solutions.