A bit over a year ago we made a big change to our priorities – or rather, an important addition to it. From the very start, our goal has been to empower our modern lives with tech, but we’ve learned that as we continue to grow so does our impact on the planet.
That’s why we’ve also set out to grow responsibly, continuing to craft solutions that enhance our interactions with our devices but in ways that give more consideration to the Earth. We have big ambitions and we’re only getting started, but we’re excited to share what we’ve been up to and celebrate the efforts of our team that have made the beginnings of this journey possible.
Our dedication has always been to the highest quality products that blend design and performance. A long-lasting alternative to the cheap, throwaway options in the tech accessories market. Buy less, but better. It's always been our approach to growing responsibly, but we also know there's more we can do to drive this home.
While in the past this approach may have led to us using virgin materials for their hardwearing qualities, the extraordinary advancements in environmental innovation now mean that durability and sustainability don’t have to be mutually exclusive.
We constantly study and test several sustainable substitutes to our go-to materials, and it’s paid off. Canvas, we’ve learned, can be made from 100% recycled polyethylene terephthalate (rPET) made from plastic bottles. Just as strong but takes less energy to produce.
We took our learnings and brought it forward to the ‘Work From Anywhere’ range. The canvas, leather, all the way down to the interior padded foam incorporate recycled materials. As a range that comes full circle to create for the flexibility we’ve aspired towards from the start, it only feels right that it’s also the first range to push us towards our newer goals, really putting material innovation at the forefront of our designs.
Still, there are times where the planet-friendly option doesn’t necessarily mean the most ‘sustainable’ one all-in-all. We’ve occasionally had to make the call to choose the option that isn’t the most plant-based or recycled, but proves to be more durable in the long-run. It’s a balance that we continue to navigate openly, holding ourselves accountable as we find better alternatives that do it all.
If you’ve been with us for a while, you’ll be familiar with our love for leather. From the very beginning, it’s been a core material in our designs for its elevated feel and long-lasting durability. Between sustainably sourced genuine leather and recycled bonded leather, it’s an area that we’ve been environmentally conscious about for some time. This year, we decided to take that further.
To substitute a material we’re so fond of, it was important for us that we chose a partner who didn’t compromise on leather’s premium properties. For our latest collection of iPhone cases and accessories, we’re thrilled to be partnering with YATAY™, a co-action platform for sustainable innovation by Coronet and Golden Goose.
Handcrafted in Italy, YATAY™’s self-named plant-based material is composed of cereals, wheat, and corn not in competition with the food chain, and reduces carbon emissions and water consumption in comparison to genuine leather.
Our hesitation with alternative materials had always been its reliability, but YATAY™’s sustainable composition eases all concerns. With an ambition to be used across fields, from footwear to furniture, to clothing to automotives, we knew this was durability we could depend on. Thorough testing has ensured that YATAY™ is five times more durable than plastic and petroleum-based leather alternatives, is more immune to stains and aging, and has a water-resistant finish that makes it easier to clean.
The result of this partnership? Our most planet-friendly iPhone carry to date. A 100% recycled frame fully wrapped in YATAY™, finished with a smooth and textured design for an elegant finish. Our classic blend of design, performance, and now sustainability. Meet Clic (Re)Classic.
Power was naturally a hard one, but we’re always up for a challenge. Many rounds of R&D later and we’ve arrived at a more eco-friendly construction for our cables. It’s taken us some time to get here but we’re diving into an area that’s relatively unexplored by the industry – we wanted to make sure we did it right.
This range of cables are not necessarily ‘new’ products, but a crucial change to existing ones. To truly live and breathe our mission of creating with lower impact, we realized it’s not enough to focus on new releases without acknowledging room for improvement in our existing products and processes.
The biggest question here was how to maintain the same standard of quality and design. Our bestselling cables have somewhat of a reputation of their own for unparalleled strength and durability, and that’s something we’d never want compromise on. Thanks to our team, we don’t have to.
Made with an ultra-strong core made with DuPont™ Kevlar fiber and engineered to withstand 15,000+ bends lifespan (a 50% improvement from our current charging solutions!), this new generation of cables feature a 100% recycled connector housing made from industrial residues (rTPU), a 100% recycled braiding made from plastic bottles (rPET) and a 75% recycled bonded leather strap.
Power now made to be more planet positive, it’s a small step towards a greener industry amidst a field often reliant on newness – new gadgets, the latest tech, and an ever-growing, constantly-upgraded collection of devices.
Last year we made a lot of small yet important changes to our packaging. Among other things, we worked on removing plastic from hooks and the laminated window, replacing card inserts with QR codes, and minimizing sizes and materials wherever possible.
This year, we’re revamping our packaging entirely. Our original concern was how to come up with a catch-all solution that works across the board, for our own channels as well as for our many B2B partners.
But we realized the solution was right in front of us. We were already creating 100% recyclable packaging for our Native Union Paris line, Private Label, and brand collaborations, so why not introduce this packaging to our core line of products as well? Where we have to, such as for some of our retail partners, we’ll continue to use our original packaging and use our recycled packaging as far as possible in all other areas. It’s a balance we’ve struck to fulfill commercial requirements while continuing to pursue our sustainable ambitions.
We also introduced a reusable pouch into the mix as the packaging for our (Re)Classic cases and accessories. Stripping down the use of paper even further to simple hangtags and leaving you with an extra pouch to use for small items – a win-win!
Like all businesses, we weren’t immune to the challenges that emerged due to the global supply chain crisis. But despite everything, our Logistics team have not only kept everything running smoothly, but they’ve also been busy setting up our localized warehouses to improve our processes even more.
With our new US warehouse and our warehouse in the Netherlands set to start operations later this year, it’s another win-win. Helping us get our products to you quicker, while also implementing more transport efficient systems that reduce our overall emissions impact.
We believe in the positive force of tech to unlock more flexibility and freedom in the way we live our lives. Ultimately, our goal is to offer considered design solutions that enhance modern living even further, created with planet-friendly methods that make this way of life feasible for generations to come.
This isn’t just a one-year, two-year, or even ten-year project. Our commitment to growing responsibly is as much a part of our identity as our drive to chase the modern lifestyle. In this one year, we’ve made several small changes to our products and processes, but we know there’s more we can do to improve all areas of our business – so help keep us accountable and share your suggestions, we’d love to hear from you.