Case Study | Alex Crane

CASE STUDY

Implementing Sway Seaweed Polybags in Alex Crane’s Apparel Supply Chain

THE BRAND

Meet Alex Crane

Did you know that most clothes are made from plastic? Check out the the tags in your closet. If they say polyester, nylon, or acrylic, that means plastic.
 
Alex Crane is a men's apparel brand creating clothes from 100% natural, renewable materials like linen, hemp, flax, nuts, cactus — the list goes on! Their brand is always seeking out new, innovative materials to use throughout their supply chain, which ultimately led them to Sway.
 
Working closely with EcoEnclose, Alex Crane is successfully replacing LDPE plastic polybags with Sway's compostable, seaweed-based solutions.

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.

Why Seaweed?

Cleaner Oceans

While plastic simply breaks down into smaller and smaller micrplastics that harm the environment and human health, Sway packaging composts into a healthy soil amendment.

Thriving Marine Life

Seaweed farms improve underwater biodiversity in a myriad of ways, from providing habitat, to cycling nutrients, to reversing ocean acidification.

A Balanced Climate

Conventional plastics emit greenhouse gases at every stage of their life cycle. New science suggests seaweed farms can store substantial amounts of living and sequestered carbon.

Primary Motivators

  • Switch to a biobased packaging material that complements their biobased apparel materials.
  • Utilize this activation to expand core business values across the supply chain.
  • Uplift this partnership as a thought leadership activation, creating highly shareable marketing assets.
THE CHALLENGE

Reduce Plastic in Apparel Packaging

Alex Crane ships thousands of garments weekly, each traditionally wrapped in low-density polyethylene (LDPE) polybags.
 
Naturally, single-use plastic is against Alex Crane's material ethos. So why do they do it?
 
Plastic is transparent, strong, and travels well. While recyclable in theory, these plastic bags often end up in landfills or oceans due to limited recycling infrastructure Until now, their team has yet to find a solution that meets their criteria.

Key Criteria

  • Eliminating plastic polybags without compromising garment protection.
  • Ensuring the packaging remains cost-effective and scalable.
  • Maintaining brand aesthetics and a high-end unboxing experience.
THE SOLUTION

Sway Polybags: A Seaweed-Based Alternative

Alex Crane adopted Sway Polybags, which are:
 
✅ Made with seaweed-derived biopolymers, offering compelling stories about blue carbon ecosystem benefits.
 
✅ Designed for home or industrial compost, exemplifying true biological circularity.
 
✅ Durable & moisture-resistant, protecting linen garments during transit.
 
✅ Customizable & brandable, featuring Alex Crane’s signature minimalist aesthetic.
 
✅ Uniquely and naturally textured, offering an engaging unboxing experience for customers.
THE PILOT

Rama Board Shorts

Alex Crane piloted the Sway Polybag on their beloved Rama Board Shorts. Lightweight, breathable, and made from sustainably sourced French linen, this product embodies Alex Crane's commitment to responsible design. As a premium yet practical garment, ideally its packaging is, too.
PHASE 1 — COMPLETE

Pilot Test

Parameters & Methods

 
• Sway Polybags were used for 100% of online orders for the Rama Board Short to evaluate supply chain durability and customer feedback.
 
• Working directly with EcoEnclose for sales and logistics, Sway Polybags were shipped to Alex Crane's Maryland-based warehouses.
 
• Packaging was tested in humidity-prone warehouse conditions for handling, storage, and fulfillment efficiency.
 
• Rama Board Short landing pages were infused with messaging about the packaging material, and customers were surveyed on their experience via a post-purchase email.

Results

 
✅ SUSTAINABILITY IMPACT
 
• Eliminated 100% of plastic polybags for the Rama Board Short line, preventing over 300 units of plastic waste.
 
• Every bag is home and industrial compostable, reducing landfill contributions.
 
• Seaweed-based material aligns with Alex Crane’s commitment to regenerative materials.
 
 
✅ OPERATIONAL FEASIBILITY
 
• Minimal disruption to fulfillment and packing workflows.
 
• Cost increase per bag was offset by improved brand perception.
 
• Alex Crane leveraged this switch in marketing campaigns, increasing conversion rates on • this product exponentially.
 
 
✅ CUSTOMER & BRAND PERCEPTION
 
• 100% of surveyed customers preferred the Sway Polybag over traditional plastic.
 
• Increased customer engagement with sustainability messaging on packaging.
 
• Boosted brand loyalty by aligning packaging with eco-conscious consumer values.
 
• Inclusion of the Sway Polybag on the PDP has increased conversion significantly.

Key Takeaways

 
✅ Sway Polybags successfully replaced plastic without compromising functionality.
 
✅ Customers responded positively, strengthening brand loyalty.
 
✅ Minor cost increases were outweighed by sustainability-driven customer engagement.
 
✅ Next Steps: Increasing annual volumes to phase out LDPE polybags; exploring Sway’s product expansion into garment mailers and retail packaging.
PHASE 2 — IN PROGRESS

Full Rollout

Based on positive feedback, Alex Crane plans to replace 100% of plastic polybags with Sway’s solution over the next few years time!

Integration with third-party logistics (3PL) partners will ensure smooth adoption.

Messaging about the switch will be incorporated into product webpages and campaign marketing.

“Look and feel was great, I loved that my clothes weren't wrapped in plastic. I'm trying out your clothes to avoid plastic to begin with."
"The packing seemed to hold up quite well. Look and feel is definitely unusual — but not in any kind of bad way, more a unique and different sort of way that makes you wonder what it’s made from."

"We love working with EcoEnclose. You've helped us see a light at the end of the tunnel when it comes to making our packaging sustainable. Our dream to get rid of plastic in our supply chain wouldn't be possible with you guys!"

- Aaron Smith, Chief Operating Officer, Alex Crane

Sway Polybags

The first collaboration of many to come.

Alex Crane’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

×