Plastic Free July: Brand alternatives to plastic materials and packaging are on the rise

Fashion brands including Toms, Burton, and Florence Marine X are pioneering efforts to find sustainable alternatives to plastic and set new standards for the industry.

Microplastics, or tiny particles shed from synthetic textiles and products, are a growing concern in the fashion industry. Clothing microfibers significantly contribute to marine pollution, according to conservation agency Ocean Wise. And research from the European Environment Agency shows that plastic microfibers and nanofibers comprise up to 35% of microplastics in marine environments.

Toms has incorporated recycled formerly-ocean-bound plastics into its production process since 2020. It’s done so through a partnership with Repreve, which supplies recycled fiber made from post-consumer plastic bottles sourced from areas within 30 miles of coastlines. Toms regularly promotes these efforts on social media, including through a #WearGood campaign that ran in May, and its e-commerce site. Repreve also works with Tiffany & Co., H&M and Quiksilver.

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