AX Paris is a brand that moves with intent, quick to spot shifts, confident in its decisions and unapologetically focused on what matters to its customers. That same clarity shapes how it approaches the packaging used by the brand, with recycled-content mailing bags becoming a core part of its sustainability story.
Jason Lyons, Group Operations Manager at AX Paris explains how and why recycled plastics became part of the brand’s packaging strategy and where their sustainability journey is heading next.
How did sustainable packaging become part of your sustainability strategy?
Jason: “We recognised early that expectations were changing. Customers were becoming more aware of the environmental impact behind their purchases, and we wanted to respond in a way that felt genuine. Packaging was an immediate opportunity to show that. We adopted recycled-content mailing bags before it became common practice. Today ours contain at least 40% recycled plastic, which is a strong level for flexible packaging.”
Why make recycled plastic the focus?
Jason: “It aligns with the decisions we make elsewhere in the business, our swing tickets, tissue paper and dispatch notes all use recycled materials. So, bringing that same approach into our mailing bags felt natural. But it’s also about the performance. Lightweight plastic reduces transport impact, helps us ship more products with less packaging, and protects items well through the delivery process. If customers receive products in perfect condition, there’s less waste created through returns. It’s practical and sustainable at the same time.”
There’s been talk of taxing ecommerce plastic bags. What’s your view?
Jason: “I understand the intention, pushing the industry to make better choices. But any levy needs a clear purpose. Where does the money go? Does it actually support environmental solutions? If it drove real change, I’d be behind it. But as it stands, with businesses already paying the Plastic Packaging Tax, it risks being another cost without meaningful impact.”
Has the EPR scheme prompted any major changes?
Jason: “Not yet, because much of what EPR requires is already part of our approach, clear labelling, recyclable materials, responsible choices. We’ve worked closely with Duo for years to make sure our packaging keeps improving. We’re prepared to adapt if new requirements come in, but our aim is always to stay ahead rather than react.”
What’s next in your sustainability journey?
Jason: “Closing the loop. Flexible plastics can be recycled repeatedly, but for that potential to be realised, the UK needs stronger collection and recycling systems. The material is ready for it, the infrastructure still needs to catch up. If EPR funding helps build that, the impact could be significant.”
This article is also featured in edition Plastic Packaging – a fashionable choice for sustainability of Duo’s monthly LinkedIn newsletter LoopedIn.
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If you’re looking to introduce recycled content into your packaging, or want guidance on the right materials for your brand, get in touch with our team. +4401612035767 or email [email protected]