How VF is Tackling 125k Tonnes of Plastic Waste This Xmas
The holiday season is upon us with all its festivities and joy. For many people, the giving of presents to loved ones is a big part of the Christmas period, but statistics show that the amount of waste that this creates each year is not so jolly.
In the UK alone, approximately 125,000 tonnes of plastic packaging will be discarded over the holidays, with the vast majority of it left unrecycled. Instead, that plastic will make its way to incinerators or landfills.
This figure has grown massively in recent years, primarily because of the rise of online shopping. After all, for every delivery, there must be a package.
Seeing this trend, the VF Corporation, the parent company of brands such as The North Face, Timberland and Vans, has decided to take a stand.
Its "Naked Delivery" programme seeks to eliminate single-use plastic polybags from select deliveries, and it is making waves in the retail industry as a model for reducing packaging waste.
The problem with polybags
Polybags, the thin plastic coverings often used to protect individual items during shipping, are ubiquitous in the fashion and outdoor retail sectors.
However, their environmental impact is significant. These bags are difficult for consumers to recycle, often ending up in landfills, incinerators or littering natural environments.
VF’s solution to this problem is twofold: recycling polybags into high-quality plastic pellets for reuse and eliminating their use where possible, such as through the Naked Delivery programme.
An industry-wide approach
The Naked Delivery initiative was first piloted by The North Face in 2021 as part of the European Outdoor Group’s Single Use Plastics Project (SUPP). This collaborative effort includes over 40 brands and retailers working to reduce reliance on single-use plastics.
The pilot programme targeted e-commerce and retail orders in the Europe, Middle East, and Africa (EMEA) region. Instead of shipping products in polybags, VF removed the plastic coverings at their warehouses and recycled them. The resulting high-quality pellets are repurposed into new polybags and other products, creating a circular system that prevents plastic waste from reaching consumers.
Lots of work is being done elsewhere to ensure that plastic waste is reduced, and whilst progress has been made by some stakeholders, levels of plastic pollution continue to rise.
"We think the government can and should be more demanding of us all — phasing out certain plastics to help create a level playing field that encourages innovation, investment and generates healthy competition to replace plastic," says Miles Roberts, Group CEO of DS Smith, a global leader in sustainable packaging.
Consumer and environmental benefits
Consumer feedback on the Naked Delivery programme has been overwhelmingly positive.
Over 90% of participants reported that their orders arrived in the same or better condition compared to traditional packaging, while more than 85% expressed a preference for receiving future orders without polybags.
“It was crucial to address consumer expectations for product quality while reducing environmental impact,” noted VF’s spokesperson.
“The pilot’s success shows that sustainable practices and consumer satisfaction can go hand in hand.”
Since its inception, the programme has expanded to other VF brands and regions.
As of November 2024, Naked Delivery has recycled over 30,000 kilograms of plastic and delivered more than three million products without polybags. These achievements underscore the potential for industry-wide adoption of similar initiatives.
Challenges and future plans
Despite its success, scaling the programme presents challenges. The protective role of polybags remains critical for certain products, especially during long shipping routes or in adverse weather conditions.
VF acknowledges that completely eliminating polybags may not be feasible for all items but emphasises the importance of creating a more sustainable supply chain.
VF's President and CEO, Bracken Darrell, says: “In the face of ongoing challenges impacting the global business community, our employees continue to demonstrate resilience and determination in advancing our Purpose to Power movements of sustainable and active lifestyles for the betterment of people and our planet”.
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand
