How Thrills is Combating Plastic Pollution

SEATTLE (Scrap Monster): Sustainability is no longer just a buzzword in fashion; it's becoming the standard. As the industry works to reduce its environmental impact, Australian brands like Thrills are stepping up to keep their footprint down. Known for its edgy designs and high-quality apparel, Thrills is now taking a lead by joining Better Packaging Co's POLLAST!C Project. In 2024, the brand switched its plastic packaging to POLLAST!C, a groundbreaking solution designed to prevent ocean plastic pollution while providing sustainable packaging alternatives.

POLLAST!C: A Revolution in Packaging

POLLAST!C is not just another recycled material—it's a game-changer. Developed by Better Packaging Co. (BPCo), POLLAST!C is made from certified, recycled Ocean Bound Plastic (OBP), sourced from coastal communities in Southeast Asia. These areas often lack formal waste management systems, leading to extensive plastic pollution which then enters the ocean often via river systems coined ‘plastic super highways’. By recycling OBP, POLLAST!C helps tackle the global plastic waste crisis and create commercial incentives for plastic to be collected instead of abandoned in nature or burnt.

In addition, POLLAST!C’s production process generates significantly lower carbon emissions compared to traditional virgin plastic and even paper. Thrills has upgraded its entire packaging line— garment poly bags, mailing satchels, and pallet wrap—to POLLAST!C, reducing its reliance on virgin plastic.

Embracing Circularity with POLLAST!C

But what truly sets Thrills apart is its commitment to circularity. Circularity refers to designing systems where resources are kept in use for as long as possible, reducing waste and minimizing the need for new materials. POLLAST!C is designed with circularity in mind. When BPCo is able to collect used POLLLASTC packaging, they can re-recycle it, over and over again. However, BPCo has to rely on the brands that use POLLAST!C to collect and return the used packaging to them for their ‘Take -Back scheme’ to be of benefit. For Thrills, taking part in the pilot program was a “no-brainer”. They were more than willing to put minor process changes in place within their warehouses and DCs so that all used POLLAST!C was collected instead of being discarded. This is a prime example of packaging stewardship, where companies take responsibility for the entire lifecycle of their products, not just the sale or first use.

The Bigger Picture: Packaging Stewardship and Industry-Wide Change

The fashion industry is one of the largest contributors to global plastic waste. Poly bags, used to package and ship garments, often end up in landfills contributing to pollution and greenhouse gas emissions. By switching to POLLAST!C, Thrills not only protects its products during transit but also makes a positive contribution to environmental regeneration.

Thrills’ switch to POLLAST!C and their involvement in the Take-Back Scheme are part of a larger movement toward packaging stewardship in the fashion industry. Packaging stewardship means taking responsibility for the entire lifecycle of packaging materials, from production to disposal. Although it is currently voluntary in Australia, packaging stewardship regulations will likely soon become mandatory, pushing brands to adopt more sustainable practices.

As the fashion industry continues to evolve, sustainable practices like those adopted by Thrills will become the norm, not the exception. In this new era of fashion, eco-conscious choices are not just better for the planet—they're better for business too. With Thrills leading the way, it’s clear that sustainable fashion is the future, and it’s already here.

Courtesy: www.ragtrader.com.au