Thinking About Boxes

The concept of “environmentally preferred” footwear packaging is evolving pretty quickly. And it involves not only “saving the environment”, but also, in many cases, saving money.

When people talk about sustainable and eco-friendly designs, the focus is not only on the product anymore. Especially in the case of footwear, when that product comes with some baggage — usually in the form of a shoe box.

The outdoor industry is working on packaging guidelines for the industry and brands across the board, from outdoor and athletic to casual and fashion, now are likely to have a sustainable plan in place. The concept of “environmentally preferred” footwear packaging is evolving pretty quickly and not only does it involved “saving the environment”, but also, in many cases, saving money.

Key Steps

In 2007, Keen implemented a 100 percent hybrid green design for its shoe boxes that uses less material, less ink and less energy, while at the same time making it easy to recycle or reuse. The Hybrid Green Box used approximately 30 percent less material than the previous box.

Chris Enlow, who handles Corporate Social responsibility (CSR) at Keen, says that shoe box design is a priority for the company from a fiscal and sustainable standpoint. When talking about the packaging of products in general there are some basic principles in place at Keen.

1. To reduce and mitigate waste. “Using footwear packaging with recycled packaging gets at that,” says Enlow.

2. Linking in materials that are sustainable, such as making the boxes with post consumer waste and soy based inks.

3. Looking at ways to optimize the transportation of shoes. Making smaller boxes that allow for more to be shipped per container, saving transportation costs and reducing green house gas emissions.

“There are savings in the shipping costs,” says Enlow. “The materials used are post consumer waste. It depends on the quantity, but the cost of the sustainable materials [versus non] would mostly be flat.”

Ahnu, whose shoe boxes are made with 100 percent post-consumer waste (PCW) is working on a packaging strategy that will include a different look and feel to appeal to specific genders.

Several other brands report that they are also looking at box design changes.

Enlow points out that refashioning packaging, similar to retooling product, needs to keep the end consumers’ aesthetic tastes in mind. “There is a certain expectation when a person goes to buy a pair of shoes that the packaging meets a certain level,” he says.

Judging a Book By Its Cover

In stores where the footwear boxes are on the floor and visible to the customers, some customers might be drawn to an item more by its packaging than anything else. And certainly most are accustomed to certain givens within the packaging.

Currently, in Keen shoe boxes, there is a 3D footform made of 90 percent recycled material fiber that is molded while in pulp form, which saves energy. The fiber shoe wrapping is 100 percent recycled. The boxes use all soy based ink and the company has gone away from hangtags. All product info is printed on the box in a bold design that doubles as a creative way to speak to consumer about product

Thinking Outside the Box

At Terrasoles, a comfort and après sport footwear brand, the packaging story looks outside the box — literally. The brand’s sustainability plan includes a move away from boxes as packaging.

Currently the brand does not uses boxes or bags, but a recyclable plastic hanger, which can be displayed on a merchandising rack made of natural materials.

“At first we were using a recycled plastic hanger but it was breaking so we went to a recyclable one,” explains Sarah Beckley, graphic designer at Terrasoles. “And in our story on our hangtags, we try and encourage our consumers to recycle. We use recycled papers, the in-store display is all made from natural materials.”

A major issue in any move to eliminate or change the shape of boxes involves inventory organization. A system that eliminated boxes would be a logistical nightmare for many retailers, particularly ones with systems in place that require the standard box packaging not only to keep track of inventory but also to keep product organized and protected.

“We are experiencing [resistance] a little more with some of our retailers,” says Beckley. “For example, at a store like Nordstrom, they don’t have a lot of hanging product. They keep a lot of in the backroom in a box, we always try and present our product in the most green manner which would be eliminating that giant box and we do get resistance and we roll with the punches.”

Eliminating boxes altogether won’t work for all brands, but it is an example of a solution that came out of some creative thinking. “Honestly it all started with trying to be green,” says Beckley.

There are plenty of other examples out there of brand’s thinking inside and outside the box. Here are just a few of their ideas:

END Footwear: “Our long-term box strategy is to not have to use a box at all,” explains END footwear’s Paul Curran. “In the short-term, we are keeping the box as functional and non-wasteful as possible: no hangtags, no plastic, limited shoe stuffing, and no marketing booklets or gizmos that ultimately find their way to the trash can or recycling bin.”

All END shoe boxes, inserts, labels and cartons are made from 100 percent recycled fiber. Rice glue is used to stick labels on boxes and all soy-based non-toxic inks are used in the printing of the shoe box. No staples or toxic glues are used.

Nike: Since 1995, Nike’s shoe boxes have been 100 percent recycled. In 2009, Nike is introducing the same looking shoe box, but with 30 percent less pulp. The change will have a substantial impact. In the first year, this move will save Nike $6 million.

This vibes with the sustainable product policy in place with Nike Considered Design, which is the brand’s aim to create performance innovation products that minimize environmental impact by reducing waste throughout the design and development process, use environmentally preferred materials, and eliminate toxics.

New Balance: New Balance, Dunham, Aravon and PF Flyers shoe boxes are made from 100 percent recycled materials and are 100 percent recyclable. The glue, inks, and varnishes used are all non-toxic and environmentally-friendly. All materials that are used are in compliance with the guidelines for environmental safety prescribed by the U.S. and EU regulations. The structure of the box is designed to create very little waste throughout production process. All stuffing and tissue wrap are made from 100 percent recycled materials and are 100 percent recyclable.

Teva: A brief list of the brand’s eco efforts in packaging:
• Utilization of biodegradable “bio-bags” instead of plastic bags for packaging its line of mush footwear – implemented Spring 2008.
• Switched to biodegradable flip-flop hangers – implemented Spring 2008.
• Eliminated silica gel packs and now use environmental friendly anti-mildew and anti-microbial wrapping paper made with recycled pre-consumer material and post-consumer material – starting in Spring ’09.

El Naturalista: The brand’s eco policy states that “adherence to our environmental policy is a prerequisite for doing business at El Naturalista. All suppliers, factories, agents and sales personnel must be strongly committed to our earth friendly practices.” Materials in product and packaging include natural materials and dyes, avoiding the use of polluting substances and toxic products and maximizing the use of biodegradable and recyclable/recycled materials.

Sole Technology: The skate footwear vendor has a company-wide sustainability plan in place that includes all Sole Technology packaging, and hang tags being 100 percent recyclable.

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