Marks & Spencer (M&S) has taken a bold step in sustainable retail packaging   By removing plastic packaging from its men's underwear, socks, and T-shirt lines. This initiative is part of the brand's wider commitment to reducing plastic use and reflects a shift among fashion retailers to rethink packaging in response to environmental pressures and consumer expectations.

Announced in April 2025, M&S's decision will reduce   approximately 20 million plastic packaging units   from its supply chain annually. Instead of traditional plastic hangers or sleeves, these items are now folded and secured with recyclable paper bands or placed in fully recyclable cardboard boxes. This shift not only aligns with the brand's Plan A sustainability roadmap but also sends a strong signal to the industry that eliminating plastic from clothing packaging is feasible without compromising product presentation or customer experience.

This move follows a successful pilot in 2022 , which showed positive consumer response to the plastic-free packaging design, appreciating both its sustainability benefits and its clean, modern aesthetic. According to M&S, customer satisfaction remained high, with no significant increase in product damage or handling issues.

This innovation is more than just an adjustment to packaging; it represents a systemic shift in how fashion retailers view sustainability   By reducing plastic by 140 tons annually, M&S not only reduces waste but also lowers its carbon footprint, as plastic production and disposal are major sources of greenhouse gas emissions. Furthermore, paper-based solutions are often easier to recycle and better suited to UK municipal waste collection systems.

From a supply chain perspective, this transition required collaboration across multiple departments (design, sourcing, logistics, and in-store operations). M&S emphasizes that the redesign process involved sourcing sustainable materials, testing durability, and training employees in new merchandising techniques. This cross-functional effort exemplifies the integration of packaging changes into a broader corporate sustainability strategy.

"We know our customers are increasingly focused on products that are better for the planet," said Richard Price, M&S's managing director of clothing and home. "This move is another step in our journey to reduce unnecessary plastic and support the circular economy."

The retailer's actions also reflect a broader trend within the industry. Fashion brands across Europe are facing pressure to reduce their environmental impact, particularly as upcoming EU packaging regulations will strengthen restrictions on single-use plastics. Retailers who proactively adopt alternatives will be better positioned to comply with future legislation and capitalize on the growing demand for eco-friendly products.

M&S's example sets a new standard for sustainable packaging in the fashion industry , demonstrating that even basic apparel items often sold in high volumes can be redesigned from a circular economy perspective. For packaging professionals, this highlights an emerging area of innovation: how to create attractive, functional, and sustainable packaging solutions for apparel, particularly in the fast-moving consumer goods sector.

As the global push for packaging reform accelerates, such initiatives serve as both inspiration and a challenge to the industry: sustainability is not optional—it's the new normal.