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Editor's pick sustainability

Calvin Klein encourages recycling of packaging with labeling program

Calvin Klein Underwear has partnered with standardized labeling system How2Recycle to provide customers with details on how exactly they can recycle the packaging that items come in.

Labels on each product will provide clear information to shoppers about the components of the packaging, and instructions on whether to consult a local recycling program or use a store drop-off station at a participating retailer in order to save from throwing the wrapping straight into landfill.

“As a global apparel company, we recognize that we have a responsibility to reduce waste, and one key way to do so is by minimizing our packaging and making it recyclable,” said Marissa Pagnani-McGowan, group vice president of corporate responsibility at Calvin Klein’s parent company, PVH Corp. “How2Recycle labels will make it easier for our consumers to understand how to discard unwanted items in the most sustainable way possible.”

Target and Walmart are also working with How2Recycle on similar initiatives. “PVH is blazing the trail by being the first company in the apparel space to commit to featuring accurate, consistent recycling labels on their packaging,” said Caroline Cox, project manager of How2Recycle. “The reach of their iconic brands will empower a new sector of consumers to recycle more, and more accurately.”

The move comes as more brands within the fashion industry are taking sustainability and waste more seriously. Packaging is one major focus as consumers increasingly look to recycle or reuse what their items come in and there’s a greater call for reduction in the amount of materials used. Just this past week, a number of consumer goods companies, including Procter & Gamble and Nestle, teamed up on a new packaging solution called Loop, which is focused on reusable stainless steel.

It also ties to PVH’s broader focus on sustainable packaging. The group has a commitment to reduce the overall amount of packaging used for products and work toward sending zero materials to landfill. Its statement on the matter says that 78 million tons of plastic packaging is currently produced globally each year, yet only 14% is collected for recycling.

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Editor's pick social media

Calvin Klein expands #mycalvins campaign to incorporate denim

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The #mycalvins social media campaign from Calvin Klein Underwear, which encouraged followers to upload photos of themselves wearing their branded smalls on Instagram, Twitter or Vine, has been going strong since February 2014.

According to the company, “thousands” of posts (we heard circa 7,000 to be precise) have engaged over six million fans and reached over 200 million of them from more than 23 countries.

Now, that same initiative has been expanded to denim. For autumn/winter 2014/15, the Calvin Klein Underwear and Calvin Klein Jeans campaigns have been brought together, featuring the familiar faces of Lara Stone and Matt Terry. Shot by Mert Alas and Marcus Piggott, the duo are portrayed in black and white, with the #mycalvins hashtag also featured, highlighting how intrinsic it has become to the campaign.

Indeed the hashtag will be pushed prominently across print, digital, and outdoor advertising executions as well as in-store, on hang tags and at point of sale. Furthermore at retail, the campaign is set to expand with the call-to-action: “Put it on. take it off. show yours. #mycalvins”

As with the original launch for underwear, a series of celebrities and digital influencers are continuing to be engaged, posting their own shots with the hashtag too.

Also worth checking out: the recent #CKmeforme campaign via Snapchat and Tumblr.

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