Fashion brands launch partnerships with sustainable logistics providers


Rebecca Minkoff, EB Denim and Rent the Runway are turning to services like Route package tracking and logistics company Olive for more sustainable shipping and packaging solutions.

Route has announced its partnership with fashion brand clients Rebecca Minkoff, EB Denim and Logan Hollowell on its Green Package Protection Route, announced Thursday. In total, 4,700 brands are on board. Through this program, Route offsets shipping emissions and provides a seamless post-purchase experience for customers with integrated AI package tracking from retailer to customer.

Route is working with Patch, a carbon-neutral partner, to offset emissions through a long-term tree planting project in Brazil. Customers of Green Package Protection partners can register for checkout with select brands at no additional cost. Route was founded three years ago to provide more secure and traceable services shipping and tracking services for small businesses. Now, with the Green Package Protection Route, Route is targeting fashion brands.

Rebecca Minkoff hopes that this partnership plays on the authenticity of the brand around new initiatives. “On the heels of [debuting our spring 2023] collection, which has been made with responsibly sourced materials, it is important for us to continue this initiative and offer our customers the opportunity to offset their carbon emissions when shopping online,” he said. she stated.

Smaller brands like EB Denim also work with Route. EB Denim produces an upcycled collection, as well as a line of denim, and aims to deliver a post-purchase customer experience in line with its sustainable message.

“There is a fine line between greenwashing and doing the right thing. We want to be sustainable not for marketing purposes, but simply because it will be the norm in the future,” said EB Denim founder Elena Bonvicini.

According to Route Founder and CEO Evan Walker, the company has neutralized 1 million packages since Green Package Protection began beta testing in April. “Route has a unique opportunity as an e-commerce platform. We have the ability to step in as a changemaker to create ways for merchants and consumers to buy more consciously and neutralize carbon expeditions,” Walker said.

There is growing pressure for greener supply chains, including at the post-purchase stage. It has been estimated that all types of transport represent 2.5% total global CO2 emissions. A 2015 report by the European Parliament estimated that the number could reach 17% by 2050. Modernizing supply chains, including implementing new shipping solutions and carbon-negative packaging options, can be costly for brands. Services like Route and Olive, the latest of which relaunched this week, allow brands to engage in accessible greener solutions.

U.S. e-commerce sales are on track to hit $1 trillion this year yearand customers increasingly expect fast and traceable shipping services. While Amazon is still the top contender for shipping speed, Route has gained a broad brand base and a $1.25 billion valuation.

E-commerce platform Olive, meanwhile, relaunched on Thursday with a mission to remove single-use packaging waste from e-commerce orders. It partners with retailers to pack, ship and deliver their customers’ orders in reusable packaging.

According to Olive founder Nate Faust, providing a free solution to brands allows both brands and customers to engage in a sustainable economy. Olive is paid by the brands for deliveries and collections at the same price as other logistics providers. Typically, brands should pay a fee for a service that offers sustainable options for both packaging and take-back.

E-commerce customers from platforms like Rent the Runway and retail brands like menswear company Rhone can use Olive to return retail returns or unwanted items from their wardrobes. The given objects are then sold through Olive’s consignment concierge service, where customers can earn up to 80% of the sale price, with the rest going to Olive. To enable this offer, Olive acquired Linda’s Stuff, one of eBay’s largest stockists.

“We only want to be more sustainable when it costs us nothing more or, even better, when it’s an even better experience than the status quo,” Faust said.


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