Sustainable Innovation and Design | Avery Dennison | Sustainability

Sustainable Innovation and Design

Across our company, we’re looking at new ways to apply our materials expertise to invent and engineer solutions that advance the circular economy. We’re especially focused on increasing material recyclability and the use of recycled content across the industries we serve. The following are highlights of our work.

Offering Sustainable Products Through the Avery Dennison ClearIntentTM Portfolio
As part of our efforts to advance the circular economy and reduce the environmental impact of our operations and supply chain, we’ve created the Avery Dennison ClearIntent™ Portfolio. It contains hundreds of products that help our customers and their end-users reduce materials consumption; shrink their environmental footprint; and support safety, fairness, and human rights. Our ClearIntent products include labels made with paper certified by the Forest Stewardship Council, adhesives that make plastic bottles more recyclable, and apparel labels that are made from renewable resources in factories that meet stringent standards for worker safety and health. Our ClearIntent products align with our sustainability goals and principles, while they help our customers meet their goals, satisfy consumer demand, and stay ahead of regulations.

To earn a place in our ClearIntent Portfolio, a product must demonstrably reduce environmental impact by meeting one or more of these criteria:

  • Reducing material usage.
  • Improving recyclability.
  • Increasing recycled content in the end product.
  • Being responsibly sourced.

Apparel Solutions
Turning Manufacturing Waste into New Products
We’re exploring ways to minimize our manufacturing waste by using it to create new products. We started by looking for ways to reuse waste from our textile processing. We began with two questions: Which of our manufacturing materials is most suitable for regeneration? And which is common to all our woven production? The answer was selvages—the edges of fabric trimmed off during production. We call the resulting product Albert YarnTM It’s 100% polyester, with a natural touch and feel. Best of all, it successfully repurposes textile waste as a new resource. Production of the Albert Yarn raw material involves no chemical processes, and since it’s made from pre-consumer production waste, its manufacture requires no fossil materials and 72% less water and 15% less energy than comparable conventional yarn.

Label and Packaging Materials
Turning Paper Liner Waste into Paper Towels
POLPEL, a company dedicated to the treatment of hard-to-recycle paper, is working with Avery Dennison Brazil to give a second life to paper liner waste at its label and packaging materials plant. The paper liner is collected, recycled into pulp, and made into paper towels used in the plant. The process repurposes nearly four tons of paper each year.

Apparel Solutions
Designing 100% Sustainable Solutions with Outerknown
We partnered with Outerknown, a menswear company founded by professional surfer Kelly Slater, to incorporate more sustainable materials into its products. The brand is famous for pushing consumers to ask, “What are we wearing and where is it coming from?” We helped Outerknown incorporate three new solutions: woven labels made of 100% recycled polyester yarn; soy-based ink on tags; and labels that dissolve in water.

Apparel Solutions
Balancing Innovation and Responsibility with RAEBURN®
Christopher Raeburn’s fashion brand RAEBURN is known for re-appropriating military fabrics and especially for creating iconic outerwear from decommissioned parachutes. Its RÆMADE ethos guides and influences every aspect of the brand’s design and development. We worked with Christopher Raeburn to develop woven patches made from 100% recycled yarn, helping him achieve his vision of both innovative and responsible design.

Avery Dennison has taken our main branded label and now it’s completely recycled, the quality is incredible and it’s something we can have on our garments for years to come. We looked at every stage of the process in terms of sustainable design, and it has been an amazing partnership. - Christopher Raeburn, Fashion Designer

Fastener Solutions
Recycled Fasteners and an Alternative to Blister Packs
Environmentally conscious retailers, brands, and consumers are looking for ways to reduce their environmental footprint. Avery Dennison’s Recycled Plastic Fasteners and Elastic StaplesTM are helping them do just that. Using Recycled Plastic Fasteners to attach tags or labels helps brands show both innovation and environmental responsibility. Because they’re made from at least 90% post-consumer waste from recycled PET-plastic bottles, every case of our fasteners reduces landfill loads by 528 bottles. A recycled logo molded onto the fastener’s paddle signals environmental stewardship. And, at a fraction of a cent per garment, they deliver reduced impact at a cost-effective price. Our Elastic Staple can replace blister packs or plastic clamshells, enabling brands to substantially reduce the amount of plastic in their packaging and to make significant progress toward their sustainability and efficiency goals.

Label and Packaging Materials
Employing More Recycled Content in our Label Materials
To promote greater recycling and re-use of packaging, we’ve pioneered several label solutions that contain recycled content:

  • In 2018, we introduced four labeling materials in Europe using liners with up to 30% recycled PET bottle content (rPET). We designed our rPET liners to convert in the same way as a conventional PET liner, with no noticeable difference in performance. It’s an innovation that’s getting attention: in 2019, the liners were one of three finalists for the Label Industry Global Awards. 
  • In 2018, we added two new facestocks made from recycled materials to our Wine and Spirits Portfolio: Grape TouchTM and Estate LabelTM No. 14. Exclusive to Avery Dennison, Grape Touch is made of 15% grape waste from wine production. With an attractive, natural color, it provides distinctive shelf appeal. Estate Label No. 14 is made of 100% post-consumer waste paper, and it maintains its color and strength, even when wet. It combines our popular Estate Label’s standard of excellence with the sustainability consumers increasingly expect.

Intelligent Labels
Promoting Recycling and Reuse with Janela
Our JanelaTM technology enables brands and retailers to communicate with consumers using products equipped with QR codes and RFID-enabled labels. The labels provide a bridge between the physical product and the digital world, enabling opportunities for richer consumer engagement. Using a smartphone, consumers can access information about an item’s provenance and materials, making them more informed about how to recycle or reuse the product or otherwise extend its life.