As an alternative to traditional plastics, new bags contain HydropolTM, a marine-safe, biodegradable, and recyclable polymer.
HydropolTM decomposes without producing dangerous microplastics.
Today, Maxim and N Brown, the inclusive retail platform and owner of the JD Williams, Jacamo, and Simply Be brands, announced a new partnership with Aquapak Polymers Ltd., the creators of HydropolTM, a special polymer that is soluble and non-toxic to aquatic life. Since HydropolTM offers the same functionality and performance as traditional plastic without the related environmental issues, it can be utilized as a substitute in a wide range of packaging applications.
In an effort to reduce plastic waste and avoid confusion regarding recycling, the retailer will start implementing Maxim’s PolymaxTM powered by HydropolTM packaging for its garment bags for N Brown own-label products in early November. This will make the retailer the largest online user of the eco-friendly packaging technology in the fashion industry in the United Kingdom.
In contrast to conventional plastic film, clothing bags manufactured with HydropolTM can be recycled with food, paper, plastic, and metal without posing any contamination risks. The Hydropol TM packaging can be disposed of by consumers in their kerbside recycling, where it will dissolve safely and not harm the environment or interfere with the recycling process. It can also go In standard black bins where it will safely biodegrade, It can even be dissolved completely in warm soapy water and washed away in the kitchen sink, leaving no harmful microplastics behind.
The switch to PolymaxTM powered by HydropolTM packaging will significantly reduce the quantity of plastic used in N Brown’s operations while also providing consumers with a simpler and more environmentally friendly option to dispose of their packaging. Once all own-brand items adopt the PolymaxTM driven by HydropolTM packaging, it is anticipated that plastic use will be cut in half, or 44%.
An estimated 25 million tons of traditional, difficult-to-recycle packaging could be kept out of the environment annually if all clothing packaging was made of PolymaxTM driven by HydropolTM.
According to Aquapak Polymers CEO Mark Lapping, “HydropolTM gives fashion retailers the chance to reimagine packaging as we know it.” By using the new clothing bags, which offer the best protection for clothing and items without causing environmental damage, N Brown will nearly cut the amount of traditional plastic it uses in half. In order to satisfy the demands of consumers, shareholders, and other stakeholders while drastically lowering the spread of plastic pollution and enhancing their sustainability credentials, we hope that other retailers and brand owners would follow suit.
“We take very seriously minimizing our environmental impact while providing our customers with a high-quality product experience,” stated Sarah Welsh, CEO of Retail at N Brown Group. Since packaging accounts for a sizable amount of the plastic used in all aspects of our business, it has always been a crucial area for innovation on our part.
“Polymax powered by HydropolTM is an extremely innovative product that gives us the opportunity to efficiently package our clothing without using traditional plastic and gives our consumers a variety of simple and eco-friendly disposal choices.
“Without sacrificing the caliber of our packaging, this new design will allow us to cut our plastic consumption by 44%. With the full rollout to 100% own-brand items expected to be finished by the end of 2025, we are thrilled for customers to begin getting some own-brand products in this new packaging this autumn.
“We’re really thrilled that N Brown Group will be the biggest retailer in the UK to use Polymax ® powered by Hydropol TM packaging for their products,” stated Tom Wielicki of Maxim. Because Polymax ® powered by Hydropol TM is completely recyclable, biodegradable, and water soluble, we think it is the answer to the problem of traditional single-use plastic in the fashion packaging industry.
We hope that more major UK stores will follow N Brown’s lead and opt for a more environmentally friendly future for their clothing delivery.
