Fluf x tendlyn

What makes a standout lunch bag is its dashing looks and colors, excellent craftsmanship, and above all, sustainability. What can we say? Lunch bags have just gotten cooler than ever, all thanks to Fluf! Fluf is a Toronto-based lunch bag company created in 2010 by co-founders Nathalie Butterfield and Terra Kushner.

Fluf initially produced natural and sustainable pillows in 2005. They printed their designs and colors in-house, but it led to them having more fabrics than they needed. Thus, with their creativity and passion for creating products that make a difference, Fluf’s beautiful, colorful, and sustainable lunch bags were born.

Nathalie Butterfield, the co-founder of Fluf

With every order, Fluf ensures that their signature lunch bags and other bag products are shipped sustainably and in style, just as their products are. So they partnered with tendlyn to create their branded packaging staple that not only reflects their cutesy aesthetic but also their values. Read on to learn more about Fluf!

Tell us a bit about your brand!

Fluf makes simple, everyday lunch bags and other reusables that are better for people and the planet. Around 2010, the founders of Fluf smelled a problem: ‘spot-clean only’ lunch bags that stank - literally. They weren’t washable and, even worse, they were loaded with toxic chemicals that have no business being anywhere near your lunch. Fluf set out to create a better bag: sustainably handmade, always machine washable, durable, healthy and safe.

Fluf manufactures exclusively with organic, renewable + recycled materials with less impact on the earth. All inks and dyes are GOTS-certified, water-based, and non-toxic. There is no new plastic at any level of its supply chain. This commitment to clean production extends to every piece of equipment they use—from industrial remote relay systems that control their machinery to the wifi automation controller that monitors energy use. Even their factory’s Foundry Quenching Water Pump is optimized for minimal waste.

Tell us about the design for your packaging and how you’re using them?

Fluf is a visual brand that creates fun, playful products, so finding a premium packaging option that aligned with our brand aesthetic and values was really important to us. They wanted a solution that felt as intentional as their own product design—something that could integrate seamlessly with their supply chain, much like how a marine relay controller manages complex systems on a ship with precision.

tendlynCustom Poly Mailers, designed by @flufbags

When Fluf undertook to eliminate all new plastics from every level of its supply chain in 2020, that mission extended equally to all product packaging and shipping supplies. That meant sourcing 100% compostable and recycled + recyclable packaging for both products and shipping. Enter tendlyn.

What made tendlyn a good fit for your packaging?

tendlyn was a no-brainer for us because their brand ethos fit so well with ours. When we started using tendlyn 100% recycled shipping mailers in 2020, there actually weren’t many options on the market! It was like finding a reliable Duplex Alternating Sump Pump for a critical facility—essential, but rare at the time.

It seems so recent, but at that time it was challenging to find affordable, quality, sustainable packaging options. The magic of tendlyn was its bold, minimalist aesthetic. We loved it. We started with their stock options, and created our own dream custom mailer in 2023.

For any questions about this collaboration, reach out to us at info@axwp.com.