Our system is not intended to be the solution to the plastic problem, but rather a collective step in the right direction. Life cycle assessments and impact comparisons agree that recycled plastic is a superior packaging material in terms of ecological impact along almost every single segment of its lifecycle except at disposal.
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Alternative materials tend to shift rather than mitigate environmental impacts, and often present new and increasingly problematic negative externalities.

We view this as a systemic issue and not a materials issue — therefore, solutions should be systems-based and not materials-based.
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Initially, we sought a completely plastic-free material to protect the garments and equipment en route from Asia to Europe. Although we continue to maintain that plastic substitutes should be explored and deployed in certain applications, this did not hold true for our specific use case.

We were surprised to find that our initial position was misaligned with the predominant findings within the research community.

The selection of recycled polyethylene as the poly bag material should not be considered as maintenance of the status quo. When coupled with system improvements that enable outright elimination of poly bags (where feasible) and capture of poly bags before they reach consumers, the incorporation of maximum levels of recycled content alongside implementation of this robust set of design-for-recycling considerations, has the potential to transform the system of using poly bags, significantly reducing waste, decoupling from fossil feedstocks, reducing greenhouse gas emissions, and revolutionising the sustainability profile of poly bags. 



The issue we continue to see is that plastic is particularly problematic at its end of life, and this is caused by a variety of reasons. Our bags end primarily at retail stores and with consumers, and in both situations the only option is to dispose of the plastic using local municipal waste systems.

These systems often cannot process, or do not process plastic films owing to the economics of waste management. The reality of what happens to a plastic bag after it is used is much more complicated than we originally understood, and requires us to have increased accountability and cooperation to make an impact.

At present, we rely on consumers and retail stores to be responsible and recycle, and municipalities to be capable of caring for plastic bags. Products are placed in protective plastic bags (made almost exclusively from virgin materials) at the manufacturer and stay that way until they are taken out by the consumer after a purchase. The plastic bag is then discarded, and even if done responsibly will most likely end up in an incinerator, landfill, or sent for export.