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Apparel brands can replace some plastic e-commerce outer mailers with kraft or other paper envelopes, but the material alone does not guarantee a successful switch. The mailer must fit the order, survive the brand’s packing and delivery systems, and be made from materials that local recycling programs accept. A paper mailer can reduce plastic in the shipping package; it does not automatically eliminate protective plastic used earlier in the supply chain.
What a paper-mailer switch changes
Garments may encounter several kinds of packaging before reaching a customer. Factory polybags can protect clothing from dirt and damage during shipping, storage, processing, and packing; an e-commerce mailer is the outer package used to ship an order to the customer. Replacing the outer mailer does not, by itself, remove packaging used at other stages.
Fashion brands have made the transition in some contexts. The Fashion Pact’s 2024 Packaging Guide reports that prAna and Etam Group replaced flexible plastic polybag mailers with recycled FSC-certified paper shipping envelopes. It also describes H&M Group replacing e-commerce shippers with unbleached recyclable FSC-certified paper after a pilot. These examples establish that paper formats have been adopted; they do not prove that the same design will work in every operation or produce identical environmental results.
Choose a format that fits the garments and orders
Paper mailers vary in construction, size, and capacity. A flat envelope may suit a single folded item, while a gusseted design can accommodate greater thickness. The relevant question is not simply whether the mailer is kraft paper, but whether it can hold representative orders without stressing seams or compromising packing and transit.
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In a supplier-authored case study published in 2024, EcoEnclose says an apparel brand compared a Kraft Mailer, an Apparel Mailer, and a custom recycled-content gusseted option. The brand chose the Kraft Mailer for its needs and used two sizes, including a gusseted option for orders with two or three items. The anonymous brand’s decision is a useful example of testing alternatives, not a universal product recommendation.
- Measure folded garments and consider both thickness and order combinations, including multi-item orders.
- Compare flat and gusseted constructions where order volume or garment bulk varies.
- Check available sizes against the actual order mix so the mailer is neither overstressed nor needlessly oversized.
Test the whole fulfillment and delivery path
Paper mailers need to work with the packing line, labels, sorting equipment, shipping conditions, and returns process—not just look sound in a sample. Patagonia’s account of tests at its Reno distribution center illustrates why. In one experiment, 12 of 40 unbagged garments showed visible dirt or damage by the packing station, and 17 of 40 fell out of their paper ties. Patagonia also reported that two paper-mailer brands it tested had seam separation, tears, and shipping labels peeling before the packages left the distribution center. Those were results for particular products and a particular workflow, not proof that all paper mailers fail.
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Closure and labeling deserve their own checks. EcoEnclose’s case study says the brand’s third-party logistics providers encountered early mailer and label adhesion problems; the supplier reported that slightly more pressure was needed to make a strong bond with paper. That operational detail is specific to the case, so test it with the actual mailer, label stock, equipment, and staff process.
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- Record seam failures, tears, punctures, moisture exposure, garment cleanliness, label adhesion, and time required to pack and close each order.
- Include common single- and multi-item order combinations, as well as the handling expected for returns.
Moisture performance is also product-specific. ProAmpac’s October 14, 2021 release claimed that its ProActive Recyclable Paper Mailers had up to 70% lower water absorption than a standard kraft paper mailer. That is a manufacturer claim about its product, not an independent result applicable to paper mailers generally. The release also described stock sizes, customization, optional gussets, and closure options; confirm current specifications with the supplier before relying on them.
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Check materials and end-of-life claims
“Paper” is not sufficient evidence that a mailer is recyclable where customers live. Confirm the exact construction, including any liners, windows, padding, coatings, tape, and adhesives, and check whether the relevant local collection programs accept it. The Fashion Pact’s 2024 guide advises checking compatibility with established recycling streams and responsible sourcing. A claim such as curbside recyclable should be tied to the specific product and the locations where it is collected.
Patagonia described the paper options in its tests as 100% paper and curbside recyclable, but its reported fulfillment problems show why recyclability and operational suitability are separate questions. Ask suppliers for documentation of fiber sourcing and recycled content, then verify what local recycling instructions say about the finished package.
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Reported plastic reductions also need a named case and timeframe. The Fashion Pact’s 2024 guide says Tezenis saved 10,000 kg of plastic in 2020 by using post-consumer recycled-content paper bags for online purchases. This is one brand’s reported result for a particular year, not a forecast for other brands or a measure of every paper-mailer transition.
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A practical pilot should compare candidate formats under representative conditions and include both packaging performance and operating constraints. The EcoEnclose case study reports that the anonymous apparel brand ordered 75,000 mailers at a time while committing to a year’s volume. That supplier-reported purchasing arrangement shows why sizing, demand, storage, and purchasing cadence belong in the decision; it should not be treated as a recommended order quantity for other brands.
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- Define the scope. Decide whether the change concerns the customer-facing outer mailer, packaging used earlier in the supply chain, or both.
- Select representative orders. Include typical garments, folded dimensions, single-item orders, and common multi-item combinations.
- Compare candidate constructions. Check flat and gusseted formats, sizes, recycled content, fiber sourcing, and any mixed-material components.
- Test operationally. Pack samples on the real line and send them through representative routes. Track damage, cleanliness, seams, moisture, closure, label adhesion, and fulfillment time.
- Verify end-of-life claims. Confirm what the finished mailer contains and whether local programs in shipped markets accept it.
- Review commercial fit. Compare unit cost, minimum order quantities, available sizes, storage capacity, and purchasing cadence before scaling.
Patagonia’s historical account also estimated that eliminating polybags at its shipping station would require 5,555 additional labor hours per year, and it recommended smaller polybags and factory-level folding guidelines as alternatives to eliminating protective inner packaging. Those are Patagonia’s estimates and recommendations for its operation, not current industry-wide figures. They underscore that reducing plastic requires considering product protection and labor across the packaging path, not only the final mailer.
How to judge whether the switch worked
A paper-mailer transition is strongest when a brand can show that the selected format protects the actual orders, works with fulfillment equipment and labeling, and has a verified end-of-life route in its shipping markets. Track plastic removed separately from paper introduced, and keep reported savings tied to the products, period, and method behind the figure. A successful example from another brand can guide a pilot, but only testing the full packaging path can establish whether the change works for your own operation.
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