British retailer Selfridges is well known for pushing boundaries and setting global trends. A winner of awards for its innovative approach to sustainability, the department store has been focusing on buying better and inspiring change. In a pioneering environmental move, Selfridges is championing the collection of used cups from its retail stores and offices and handing them over to James Cropper to upcycle through it's unique CupCycling™ process into beautiful paper for the store’s iconic yellow shopping bag. Paper being used to create its iconic yellow shopping bags in a completely unique closed-loop recycling solution demonstrates the storytelling power which packaging holds.
The paper for Selfridges bags now combines fibre from coffee cups with wood pulp from sustainable forestry sources, and is aligned with Selfridges' commitment to proactively tackle environmental issues with initiatives within its retail stores.