Fashion Falls Behind on Packaging Sustainability — But a New Solution Could Change Everything
Despite its obsession with aesthetics, the fashion industry is facing an ugly truth: it’s lagging behind on sustainable packaging.
New research from sustainable materials innovator Aquapak has revealed that clothing, fashion accessories, and cosmetics rank among the lowest-performing product categories when it comes to reducing packaging and improving recyclability in the eyes of British consumers.
While 54% of shoppers believe food brands are doing the most to tackle packaging waste, only 13% said clothing brands are making meaningful efforts. Cosmetics (3%) and fashion accessories (2%) fared even worse.
Consumer Expectations Are Rising
The data also shows a growing commercial risk for brands that ignore the issue. More than half of shoppers (56%) said they are more likely to buy from a clothing or accessories brand that uses 100% recyclable packaging, with one in five saying they are highly likely to choose recyclable packaging over conventional options.
Shoppers also believe the onus sits firmly on industry:
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56% say manufacturers and producers must take the lead
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53% expect action from local authorities
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49% believe retailers must do more
With Extended Producer Responsibility (EPR) legislation now in force, brands that fail to switch to sustainable packaging risk not just reputational damage — but rising costs and regulatory pressure.
Enter Hydropol: Packaging That Disappears
Aquapak believes it has a solution: Hydropol™, a revolutionary polymer that dissolves harmlessly in hot water, biodegrades on land and sea, and leaves no microplastics behind.
Already used by sustainable fashion brand Finisterre, Hydropol garment bags can be:
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Dissolved in hot water at home, or
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Collected and recycled without contaminating other materials
They are lightweight, transparent, tear-resistant, and reusable, making them ideal for ecommerce and retail.
N Brown Group, one of the UK’s largest online fashion retailers, is now rolling out Hydropol across its own-brand products, aiming to cut plastic use by 44%.
“If all brands switched just garment bags to Hydropol, an estimated 25 million tonnes of hard-to-recycle packaging could be kept out of the environment each year,” said Mark Lapping, CEO of Aquapak.
From Compliance to Competitive Edge
With the EU’s Corporate Sustainability Reporting Directive (CSRD) set to raise reporting standards on ESG performance, brands are under more scrutiny than ever.
“Packaging is just one piece of the sustainability puzzle, but it’s a highly visible one,” Lapping said.
“Hydropol gives brands a commercially proven, scalable way to make their plastic packaging problems quite literally disappear.”
Debbie Luffman, sustainability expert and CEO of Think Circular, agrees:
“Brands are juggling many priorities. Knowing there’s a viable solution like Hydropol gives them one less thing to worry about — and aligns perfectly with their mission to eliminate single-use plastic.”
A Call to the Fashion Industry
The message from consumers is clear: fashion must treat packaging with the same creativity it brings to the runway. As pressure mounts from regulators, shoppers, and the planet itself, the shift to circular packaging is no longer a nice-to-have — it’s a business imperative.
📌 For more information: www.aquapakpolymers.com