Case Study | Ales Grey

CASE STUDY

Using Sway Polybags for the First Circular Algae-Foam Shoe by ALES GREY™

THE BRAND

Meet ALES GREY™

The California-based company innovating circular, algae-based footwear.

With a mission to reshape the American manufacturing landscape, ALES GREY’s approach prioritizes future-focused materials, local sourcing, and near zero-waste production.

Seaweed Packaging at EcoEnclose

EcoEnclose is thrilled to partner with Sway – the leader in seaweed packaging development and innovation – to bring to market packaging options incorporating their seaweed-based films.

Learn about our partnership with Sway.

THE PROJECT

Frontline Pro 3 Packaging

 

With a launch of their most advanced shoe line yet — the Frontline Pro 3 — ALES GREY™ sought packaging that could match the sustainability of their product while delivering on performance.

Building on early packaging innovations together, ALES GREY™ chose Sway's newest TPSea Flex™ format: a replacement for the traditional polybag.

This material is made with seaweed, plants, and certified home compastable polymers.

Primary Motivators

Replace conventional plastic with compostable packaging made with regenerative resources.
Text about sourcing and manufacturing in the United States for sustainability.

"Our team has reimagined every part of the value chain – materials, processes, packaging, and logistics – to deliver a shoe that gives more to people and the planet than it takes."
– “Sneaker Steve” Patiño, CEO & Founder

THE SOLUTION

Sway Polybags

✅ Made with seaweed, a regenerative marine crop that grows without land, freshwater, or fertilizers

✅ Circular end-of-life, designed to compost in home and industrial settings (certification pending)

✅ Customized with Algae Ink™ for a clean, brand-aligned aesthetic

✅ Produced by EcoEnclose for efficient integration at scale

✅ Formulated and manufactured domestically, enabling full traceability and minimal emissions

✅ Improved performance and lower price, compared to Sway Polybags made with Firstwave™ film in 2023. Innovation is an ongoing journey!

Key Criteria

  • Remove all conventional plastic from product packaging
  • Ensure durability and moisture protection for footwear during transit
  • Maintain a clean, high-end unboxing experience to align with ALES GREY’s brand

Launch Campaign

  • Sway Polybags used to package 100% of Frontline Pro 3 shoes

  • Conversion, customization, and logistics handled by Sway production partner EcoEnclose, who played a key role in enabling this activation

  • Seamless integration of packaging with domestic supply chain partners

  • Frontline Pro 3 shoes debuted online and in-store at REI, the nation’s leading outdoor retailer store

  • Accompanying digital campaign maximized marketing impact by including influencers, frontline worker gifting, and Earth Month messaging

Results & Impact

1. Operational Feasibility

 

  • Successfully integrates with existing domestic manufacturing and fulfillment systems

  • No overseas shipping or customs delays due to domestic production of packaging

  • Enables fast iteration, high-quality control, and consistent supply

2. Sustainability Impact

 

  • Eliminates 100% of conventional plastic polybags for Frontline Pro 3 purchases

  • Reduces landfill waste through home and industrially compostability

  • Seaweed-based material aligns with ALES GREY'S algae-based products and circular production principles

3. Brand Alignment & Storytelling

 

  • Launch via major retailer REI maximizes visibility and impact of package

  • Material story provides a cohesive narrative across product, manufacturing, and packaging

  • Enhances customer experience of purchasing a sustainable product with visually engaging, minimalist, plastic-free packaging

  • Strengthens ALES GREY’s position as a sustainability leader in American-made footwear

Key Takeaways & Next Steps

✅ Sway Polybags delivered performance and brand alignment in a circular supply chain

✅ First plastic-free packaging integration for ALES GREY™

✅ Customer response has been overwhelmingly positive

✅ Next Steps: Exploring new applications for seaweed-based materials in future product lines and expanding partnership with Sway

 

"Sway packaging should be the norm across the fashion industry. It's durable, customizable, easy for warehouses to work with — and customers love it. This collaboration reinforces that we're making a tangible difference people can see and feel."

– “Sneaker Steve” Patiño, CEO & Founder

Conclusion

ALES GREY’s second Sway packaging activation demonstrates how long-term partnership drives innovation. This blueprint for regenerative, American-made manufacturing — supported by EcoEnclose as Sway's production partner — sets a new standard for circularity and domestic innovation.

Together, we're proving that products and packaging can be designed from nature and designed to return to nature.

"This partnership exemplifies how domestic manufacturing can lead the way in sustainable innovation," says Saloni Doshi, CEO at EcoEnclose. "Domestic supply chains can reduce environmental impact, allow for more rapid iteration and commercialization of emerging materials, and create a more resilient supply chain that's less vulnerable to global disruptions. This model represents the future of sustainable manufacturing: local, circular, innovation-focused, and economically viable."

The first collaboration of many to come.

ALES GREY'S adoption of Sway Polybags demonstrates how apparel brands can reduce plastic waste, enhance customer experience, and strengthen sustainability commitments – all while meeting necessary performance requirements and without disrupting operations.

Ready to become part of the solution?

Original Publisher: Sway

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