A.P.C. launches new recyclable packaging initiative

French fashion brand A.P.C. has announced it is to launch a new packaging initiative, introducing new tote bags and pouches made out of recyclable polyester.

In an effort to reduce its environmental impact on the planet, A.P.C. has developed a new packaging solution, with the initiative slogan reading "Recycled, reusable, recycle, it's yours".

From 26 June, two sizes of tote bags and three different pouches will be available, which have a smaller impact on the planet than more traditional single-use kraft bags. The new packaging is made out of RPET, or recycled and recyclable polyester and is produced from recycled plastic bottles.

The cotton totes, which were originally developed to utilise leftover fabric, will now be a permanent part of A.P.C. collections. For 2021, the packaging will be available with blue or red stripes.

Priced at £1/$1, the funds raised from the new packaging will be distributed to The Goodplanet Foundation. Founded in 2005 by Yann Arthus-Bertrand, the foundation aims to make ecology and humanism a central issue.

Earlier this month, A.P.C. opened its first London incarnation of its famed A.P.C. Surplus store in Borough Market at 13 Park Street, SE1.