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Every July, millions of people around the world take part in Plastic Free July, a global movement encouraging individuals and organisations to reduce their reliance on single-use plastics.
While much of the conversation focuses on everyday consumer habits, businesses also have an important role to play. For many brands, some of the biggest opportunities to reduce plastic are found not in products themselves, but in the packaging that protects, transports and presents them.
For the apparel industry, that conversation starts with one familiar item: the plastic polybag.
Every year, more than 180 billion plastic polybags are used across the fashion industry to protect garments as they move through global supply chains. While they have long been the industry standard due to their lightweight, durable and operationally efficient nature, their environmental impact is becoming increasingly difficult to ignore. Today, only around 9% of all plastic ever produced has been recycled, while the vast majority continues to accumulate in landfill or the natural environment.
As sustainability commitments grow, consumer expectations evolve and packaging regulations continue to develop, brands are re-evaluating whether plastic should remain the default choice. Packaging is no longer viewed simply as a protective layer. It has become an important part of a brand’s environmental strategy, customer experience and long-term business resilience.
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Packaging decisions are increasingly influenced by more than customer expectations alone. Regulatory frameworks are evolving across major markets, encouraging businesses to rethink how packaging is designed, used and recovered at the end of its life.
The EU Packaging and Packaging Waste Regulation (PPWR), the continued rollout of Extended Producer Responsibility (EPR) schemes and state-level legislation in the United States, including California’s packaging laws, are all shaping the future of packaging. While the specific requirements differ by market, the direction is clear: packaging is expected to become more recyclable, more resource-efficient and easier to recover within existing waste management systems.
For apparel brands, adopting paper-based alternatives today can help support both long-term sustainability objectives and future regulatory readiness.
Plastic Free July reminds us that reducing plastic is not about one month of action. It is about making better decisions throughout the year. As brands continue to rethink packaging, practical alternatives are becoming increasingly available. The transition away from plastic is no longer a future ambition. It is already happening.
For apparel brands looking to move beyond plastic, packaging can be one of the simplest places to start.
Vela™ is a paper-based apparel packaging solution designed to replace traditional plastic polybags while maintaining the performance required by modern supply chains. With more than 300 million bags already in market, Vela™ is helping brands take practical steps towards reducing plastic without compromising protection, efficiency or customer experience.
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