Posts with term Parade X

How TerraCycle is partnering with DTC brands on recycling programs

Waste recycling company TerraCycle is becoming a popular solution among DTC brands. TerraCycle, founded in 2001, works with large corporations on recycling mostly plastic waste. Its partners include L’Oréal, PepsiCo, Procter & Gamble and most recently Kroger. Last year, Kroger expanded its recycling program — in which customers could drop off plastic Kroger packaging — to thousands of its private labels products.
In the past month, TerraCycle announced partnerships with two direct-to-consumer startups — underwear brand Parade and sleepwear company Lilysilk. Zachary Dominitz, senior vp of brand partnerships at TerraCycle, said that startups want to work with companies like TerraCycle because they are “resource-challenged,” yet “understand the importance” of reducing waste and recycling. These types of partnerships are an increasingly big part of these DTC brands’ overall sustainability goals, which executives say feed into their branding and marketing efforts. TerraCycle collects and then breaks down waste material, and repurposes the material into everything from home insulation to furniture and bedding. The company makes money by charging companies to operate their consumer-facing recycling programs. In 2020, TerraCycle U.S. reported $25 million in net sales, down 9% from 2019 due to pandemic-related slowdowns. (TerraCycle hasn’t reported 2021 figures yet). The company currently operates in over 20 countries, and has several product collection hubs across the country for quicker customer shipping. TerraCycle has dabbled in upcycling fashion items in the past. In April 2021, the company partnered with footwear brand Teva on recycling customers’ used TevaForever sandals. That month, the company also kicked off a kidswear recycling program with Carter’s, called Kidcycle. But this year, TerraCycle is pushing further into apparel and textile by striking deals with DTC brands.

Why DTC brands are outsourcing recycling

Last week, DTC underwear brand Parade launched Second Life by Parade with TerraCycle. The program allows consumers to recycle any brand of underwear through the program. It’s available via prepaid mailing package, and customers can also drop off their used items at Parade’s New York City store. In exchange, customers receive a 20% off discount on their next Parade purchase. This incentive is similar to H&M’s product drop-off program. “We knew a lot of customers were interested in recycling their old products,” Kerry Steib, vp of brand and impact at Parade said. “But you can’t resell or thrift underwear.” That’s when Parade sought out TerraCycle, Steib said. For a young startup like Parade, the program allows for seamless reverse logistics that make it straightforward for customers to participate, she explained. To create a textile-focused recycling program, Parade worked with TerraCycle on material analysis, as this is both companies’ first national underwear recycling initiative. Fashion and apparel is a new foray for TerraCycle, which required more planning ahead of the program’s launch. Dominitz told Modern Retail that oftentimes in the apparel industry, a lot of material isn’t truly recycled, and so TerraCycle’s R&D team has to assess whether it can be broken down in a sanitary way. Normally, a lot of brands TerraCycle works with have plastic products. However, apparel brands like Parade require specific machinery techniques to completely shred the material. This partnership is one part of Parade’s overall sustainability roadmap, in which the company aims to become climate positive by 2025. This year, Parade joined the Science Based Targets Initiative, an organization with over 1,000 companies setting climate action plans. In 2020, Parade launched its first carbon-neutral underwear, the Universal. This past fall, the company debuted its SuperSoft sleep collection, which it said is made from 95% less water than traditional sleepwear. Parade is continuously looking at other ways to develop products that are easier to upcycle. “The challenge is in creating better recyclable products at the same price point,” Steib said. In early January, DTC sleepwear and bedding brand Lilysilk also launched a recycling program with TerraCycle. The Lilysilk X TerraCycle Recycling Program allows customers to send silk and cashmere products to be recycled. Eligible items include bedding, sleepwear and women’s and men’s apparel. The program is only taking used Lilysilk products for now, but the company is considering expanding it to other brands. Wendy Zhang, marketing lead at Lilysilk, told Modern Retail that the brand realized it needed a partner to go about such a program. “Sustainability is not a one-man show, and it’s hard for one brand to take on,” Zhang said. It’s why the company sought out professional help to break down and recycle the material efficiently. “It doesn’t make a direct impact on our revenue, but we see it as an investment in what the brand stands for,” Zhang said. She added that founder David Wang decided to sign on for a three-year contract instead of testing TerraCycle for one year. Like Parade, product recycling is one part of Lilysilk’s sustainability goals, said Zhang. Lilysilk also tries to reduce waste during production by, for example, using t-shirt cut-offs to make silk accessories. To promote the TerraCycle program, Zhang said Lilysilk is working with its network of influencers. Lilysilk also plans to eventually install TerraCyle drop-off booths at offices and apartment complexes.

TerraCycle’s growing presence

TerraCycle’s Dominitz said the company has seen “an increased interest in our recycling solutions from every segment in the commercial chain.” This is due to the increased awareness around consumer product waste and the impact it has on the environment, Dominitz explained. Jenny Gyllander, founder of product reviews site Thingtesting, previously told Modern Retail that recycling and reselling used products are “positive first steps,” for brands to take to contribute less waste. “[Brands] should be responsible for the products that they put out into the world and think about the full life cycles of where they end up,” she said. But TerraCycle’s solutions also highlight the obstacles surrounding recycling — as evident by a now-settled recent lawsuit against TerraCycle over alleged opaque practices.   As TerraCycle grows, its pitch to both larger and smaller brands is that developing a cohesive recycling program helps companies achieve multiple goals. “This translates to more waste collected and recycled, a bigger positive impact and a better story for your [companies’] stakeholders,” Dominitz said.

Your old underwear could be your next piece of furniture. How Parade is making recycling panties a thing

Underwear brand Parade wants you to send them your old panties. Yes, you read that right. Parade, founded in 2019, has partnered with TerraCycle, a recycling business, to give used underwear a new purpose. The program, dubbed "Second Life by Parade," aims to redefine sustainability for the brand and for consumers, Kerry Steib, Parade's head of impact and communications, said in a press release Tuesday. "With underwear, there are few sustainable options for what happens when you’re done using it – you can’t resell it or donate it," Steib told USA TODAY in a statement. "At Parade, we wanted to make sure we were addressing not only our product’s end-of-life but also what happens to all the underwear you’re ready to get rid of." All the old underwear will be turned into new items including furniture, bedding and insulation, among other goods.

How to recycle your underwear through 'Second Life by Parade'

The way it works is simple: Shoppers can go to Parade's website to request a free shipping kit including a biodegradable bag and prepaid shipping label that can be used to send freshly washed underwear to the brand. Parade advises sending as many pairs as can fit into the packaging to reduce one's carbon footprint. In return, shippers will get a 20% Parade credit to spend on "anything of their choosing" on the site. . All underwear styles from any brand will be accepted. Bralettes and swimsuits, however, are not eligible for the program. “This launch provides consumers with the opportunity to responsibly recycle their used intimate apparel and ensure that it is diverted from the landfill,” Tom Szaky, TerraCycle CEO and founder, said in the release.

Knickey, Harper Wilde also recycle

Parade, which focuses on using sustainable materials to create its undergarments, isn't the first to jumpstart an undergarment recycling initiative.  Knickey, another sustainable brand, also has an underwear recycling program for "ready-to-retire intimates." They've recycled more than 100,000 items, according to their website. "We take undies, bras, socks and tights - even men's and kids too," Knickey said on its site, noting that people who send in their used undergarments will receive a free pair of cotton panties as a thank you in their next order from the company. And Harper Wilde offers customers a way to recycle their bras and underwear as well. Since the program's launch, Harper Wilde has recycled more than 30,000 bras, according to its website. "When we couldn't find a way to sustainably dispose of old bras, we decided to create that," Harper Wilde said on the website, noting that customers can recycle any brand of bra or underwear through their "Recycle, Bra" system. Parade says its efforts are contributing to a larger goal. "The program is a part of our commitment to be carbon positive by 2025," Steib said, adding that Parade is also the first underwear company to join the Science-Based Targets initiative, which makes commitments validated by the world's top climate scientists. "The plan that we’ll design against these commitments is what we need to do to make sure we’re doing our part to keep the world’s temperature rise below 1.5-degrees."

Customers are ready to turn over their old panties

Parade announced the collaboration on its Instagram account Tuesday. "Raise your hand if you have old underwear you never wear taking up space in the back of your drawer," the brand wrote. "What if we told you we could recycle them?" Instagram users responded to the idea with optimism – and some questions about what brands of underwear would be accepted and if there would be a shipping free. "Ok I freaking love this," Jazmine Rogers (@thatcurlytop) wrote. Ashley Bulayo (@ashleeeybash) shared a similar comment. "Omg yes!!!! I’ve been looking for something like this. THANK YOU!!!!" Parade answered commenters' questions (Yes, shipping is waived). Follow Morgan Hines on Twitter: @MorganEmHines.

The Launch: January’s Hottest Fashion Drops

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New year, new fashion! Thankfully, 2022 promises to (hopefully) bring a dose of optimism in regards to style. Keep your eyes on this list as we make note of the best fashion news, collaborations, and launches happening this January.
1Parade Launches First-Ever Underwear Recycling Programparade-underwear-1642613053.jpg
Who: Parade What: Second Life by Parade Where: Available online at yourparade.com Why: Parade, the cult-favorite intimates brand beloved by Gen Z, wants to make recycling underwear as easy as 1-2-3—literally. Step 1: Order one of its free “Second Life” kits and fill it with your clean, unwanted underwear (from any brand). Step 2: Use the label and biodegradable bag Parade provides to ship it back to them. Step 3: Receive a Parade shopping credit to use on new sustainable basics. That’s it! The colorful and conscious company backed by the likes of Karlie Kloss and Shakira has created a way to keep fabric out of landfills that is both accessible and incentivizing. To achieve this, Parade partnered with the waste management company Terracycle to turn used fabric into new recycled products like furniture, insulation, bedding, and more. Second Life is a notable push in Parade’s mission to become carbon positive by 2025. And since Second Life will leave you with some free storage space and a discount to boot, you can refill your drawer with Parade’s carbon-neutral Universal undies or its super-soft sleep collection (made from 95 percent less water). Second Life by Parade eases the individual burden to reduce waste, reminding us of all the little steps we can take to protect our planet.

Parade launches free recycling program in the US

Published Jan. 18, 2022

Dive Brief:

  • Direct-to-consumer underwear brand Parade expanded its sustainability efforts Tuesday by launching the first free recycling program for its category in the U.S., according to a press release emailed to Retail Dive.
  • Through the new initiative, called Second Life by Parade, consumers can return as many pairs of gently used underwear as they want from any brand in exchange for a 20% Parade credit. To do so, they can request a Second Life by Parade package through the brand's website and receive a complimentary biodegradable bag and prepaid shipping label.
  • Second Life by Parade aims to limit individuals' carbon footprint. Parade partnered with waste management firm TerraCycle for the initiative.

    Dive Insight:

    Parade joins several retailers in launching its own recycling program as pressure from both consumers and investors mount. Ulta, for instance, teamed up with Loop (a division of TerraCycle) last year on refillable packaging. Meanwhile, shaving brand Schick unveiled its first fully recyclable razor in March. Last year, Nike also launched its refurbishment program, which accepts returns for gently worn, like-new or imperfect shoes to be refurbished and resold at 15 stores. In Parade's program, all returned items will be recycled into new products such as insulation, furniture and bedding. "This launch provides consumers with the opportunity to responsibly recycle their used intimate apparel and ensure that it is diverted from the landfill," TerraCycle CEO and founder, Tom Szaky, said in a statement. "Together with Parade we are providing an end-to-end recycling program that will make it easier for consumers to mitigate their carbon footprint and have a positive impact on the environment for future generations." Parade is on its way to being carbon positive by 2025, per the release. The company also said it is the first intimates brand that has committed to climate action organization Science Based Targets Initiative to reduce its emissions. Parade's products are currently made from recycled fabrics and shipped using packaging that is recycled and recyclable. "We already create products out of sustainable materials, but we know that's only part of the challenge," Kerry Steib, head of impact and communications at Parade, said in a statement. "Second Life by Parade will help address the category's end-of-life problem by repurposing fabrics without using virgin materials."
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It’s been nearly impossible to recycle underwear—until now

  • 01-18-22

It’s been nearly impossible to recycle underwear—until now

Parade, a hip underwear startup, will recycle your old underwear—from any brand—for free.

It’s easy to repair, resell, or donate old shoes and clothes. But what about old underwear? They go straight in the trash, which ultimately means that around 11 million pounds of underwear end up in a landfill every single day.
This might seem like a minor problem, because undies are small. But at a global scale, this is a big problem, as the industry churns out an estimated 150 billion of pairs of underwear each year. Since a lot of underwear contains synthetic, plastic-based fibers like nylon and polyester, these materials don’t biodegrade, but sit in the landfill for hundreds of years, breaking into tiny fragments call microfibers that end up in our waterways, poisoning animals and humans.   [Photo: courtesy Parade]Parade, a two-year-old underwear startup, wants to prevent this. Today, it’s launching a recycling program for underwear from any brand. Anyone can request a free shipping label and biodegradable bag, which are then sent to TerraCycle to be sorted, cleaned, and processed into materials that can be used in things like housing insulation and bedding. Those who participate get a 20% coupon to use on Parade products. Cami Téllez, Parade’s founder and CEO, says this is an important step toward making the industry more sustainable, although the ultimate goal is to create a system where underwear can be recycled back into underwear in a fully circular model.  Exactly two years ago, Téllez dropped out of Columbia University to launch Parade at the age of 21. As a Generation Z founder, she believed many legacy brands in the $250 billion lingerie market didn’t meet the needs of the next generation of consumers, from the lack of body inclusivity to the overly sexualized advertising. With Parade, Téllez wanted to address issues that were relevant to her peers.”Underwear is at this high-potential space at the nexus of sex, gender, politics, fashion, and sustainability,” she says.
  image.png[Photo: courtesy Parade] For its part, Parade uses nylon that’s salvaged from the cutting room floor of clothing factories and recycled into fabric, as well as Tencel, a biodegradable fabric made from wood pulp. However, many customers wrote into the company asking what to do once Parade underwear had reached the end of its life. Until now, there were no good options, since there aren’t services for repairing old undies and, for hygienic reasons, organizations don’t accept them as donations.  To create a national underwear recycling program, Téllez partnered with TerraCycle, which recycles products that can’t go through curbside recycling programs, from cigarette butts to chips bags. Starting today, consumers will be able to go to Parade’s website to request a shipping label and biodegradable bag, which they can fill with used underwear of any kind, from any brand. The underwear don’t have to be in good condition, but Parade asks that customers wash it before they send it in.
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The underwear is then shipped to one of TerraCycle’s Material Recovery Facilities, where it’s sorted by material type and cleaned. It is then mechanically shredded and re-spun into a recycled material called “textile shoddy.” TerraCycle sells this shoddy to companies that use it in products like home insulation, bedding, carpet padding, upholstered furniture, and the insides of vehicles.
TerraCycle sells a Zero Waste Clothing box that people and companies can buy to fill with apparel, including underwear, that will be recycled, but it costs between $123 and $313 depending on the size of the box. But in this case, Parade is bearing the cost of the recycling, so it’s entirely free to the consumers. For Téllez, it was important to make this program available to all consumers, not just Parade customers. “The underwear industry hasn’t spent much time thinking about the end-of-life of a product,” she says. “We wanted to make it as easy and seamless as possible for anybody to responsibly dispose of their underwear.” As I’ve reported, TerraCycle’s big breakthrough was persuading brands to pay for recycling on consumers’ behalf as part of their sustainability efforts. However, brands often place a cap on how much they’re willing to spend on a particular recycling program. Last year, it faced a lawsuit from an environmental nonprofit for being unclear about these budget constraint. In response, TerraCycle said it would make it clear to consumers if participation in a particular program was limited. In this case, Parade says it hasn’t set any limits on this program and is committed to running it for the long term. But ultimately, Téllez acknowledges that this recycling program is just an intermediate step in the brand’s sustainability goals. Parade wants to to create a fully circular system where underwear can be recycled back into underwear, meaning that raw materials wouldn’t need to be used for new products.
The broader apparel industry is currently working on fabric-to-fabric recycling solutions. I’ve reported on the Green Machine, a technology developed by the Hong Kong government and supported by H&M, that shreds fabrics and re-spins them into yarn. And last week, I wrote about how Levi’s is now making its 501 jeans with a new material called Circulose that’s made by liquifying old jeans and turning them into viscose polymers. For now, all of these technologies are still in their early stages and will take time to scale. Téllez is keeping an eye on these new approaches, but until they become widespread, she believes a program like the one with TerraCycle is an important step. “The immediate step is to keep as much underwear as possible out of landfills,” she says.

Underwear brand Parade launches recycling programme

Inclusive underwear brand Parade is expanding its sustainability efforts with a free recycling programme in the US with international recycling leader, TerraCycle. ‘Second Life by Parade’ is a first-of-its-kind national recycling programme through TerraCycle for the underwear category, looking to divert unwanted underwear from landfill and help consumers reduce their carbon footprint. The initiative will allow Parade shoppers to recycle any brand of underwear by requesting a complimentary ‘Second Life by Parade’ package consisting of a biodegradable bag and a prepaid shipping label on the brand’s website. To further reduce the carbon footprint of the shipments, Parade is also recommending that shoppers send back as many pairs of underwear that will fit in the package, and in return, they will receive 20 percent Parade credit. Kerry Steib, head of impact and communications at Parade, said in a statement: “Second Life by Parade helps redefine sustainability on both a brand and consumer level. We already create products out of sustainable materials, but we know that’s only part of the challenge. Second Life by Parade will help address the category’s end-of-life problem by repurposing fabrics without using virgin materials.”

Parade teams up with TerraCycle to launch underwear recycling initiative in the US

All the underwear received in the ‘Second Life by Parade’ initiative will be recycled by TerraCycle into new products like insulation, furniture, and bedding. TerraCycle chief executive and founder Tom Szaky added: “This launch provides consumers with the opportunity to responsibly recycle their used intimate apparel and ensure that it is diverted from the landfill. “Together with Parade we are providing an end-to-end recycling program that will make it easier for consumers to mitigate their carbon footprint and have a positive impact on the environment for future generations.” Parade, which launched in 2019, is on track to become carbon positive by 2025 and is the first-ever intimates brand to commit to Science Based Targets Initiative. In addition, Parade utilises recycled fabrics in its products and ships via recycled and recyclable packaging and donates 1 percent of its profits to several charitable organisations.