GLOBAL LIFESTYLE BRAND known for its Classic Boot and with more than 130 concept and outlet stores worldwide used clever package design to further its sustainability mission. The brand, which was founded by an Australian surfer translated to the California coast, used reduction and adaptation of its packaging to save more than 1,716,603 trees.
The fashion brand plans to continue the eco-packaging strategy with its new Plant Power Collection, a dual-gender fashion line that addresses the issue of carbon emissions, a key driver of global warming that threatens our oceans, atmosphere, and overall way of life. The collection features three footwear styles thoughtfully crafted with carbon-neutral, plant-based materials.
“At UGG, we are committed to doing our part to combat climate change,” Andrea O’Donnell, [resident, UGG & Koolaburra by UGG of Deckers Brands. says. “Our design team took inspiration from our iconic styles and created new silhouettes made from carbon-neutral, plant-based materials. The resulting Plant Power Collection tells a story about what is possible, and it is an exciting step in on our journey towards a more sustainable future.”
UGG will ship styles from the Plant Power Collection in their own containers to eliminate further layers of postal packaging. Material information will be printed directly onto the FSC-certified tissue paper rather than an insert card, decreasing the total amount of paper used.
The brand says its Plant Power Collection is just the beginning. UGG is continually working to make its products better for both consumers and the planet by seeking and using innovative materials. It has targets to increase its use of recycled, repurposed, regenerated (plant-based), renewable (bio-based), and certified fibers by 35% by 2027.
The brand’s most used textile fiber is repurposed wool, which is harvested from signature Twinface sheepskin then woven into UGGpure proprietary technology. UGGpure, the company says, is a more responsible material because it reduces the use of virgin wool, uses less water, less energy, and emits less carbon dioxide when compared to virgin market wool.
UGG has also created UGGplush, which combines the brand’s signature UGGpure wool with Tencel Lyocell woven into a recycled polyester backing. The brand plans to increase the use of Tencel Lyocell fiber as it furthers its commitment to continue to grow the use of more sustainable materials whenever possible.