A company that aims to eliminate disposable plastic bags is now trying to get animals out of the dilemma of supplying leather products.

For two decades, keepcool, based in Orinda, California, has been working to eliminate disposable bags by producing reusable and insulated soft side bags for leading retailers around the world. Recently, the company set off a new revolution -- using out of the woods brand to launch its next generation of sustainable non animal leather bags.

According to Pierre barrier, CEO and founder of out of the woods, reducing the use of raw plastics has always been part of keepcool's philosophy because it is the most effective way to avoid new plastic waste entering landfills and oceans. 'This is the main driving force for us to constantly seek better and more sustainable fabric selection.' He said.

In 2007, keepcool created better bag, the first reusable bag made of 80% recycled plastic bottles, which was improved and developed before 2011 and made of 100% recycled plastic bottles.

After that, keepcool looked at options that might be more sustainable for other bag categories made of petroleum based materials, leather or cotton fabrics. 'Of course, the first two options are not sustainable at all. Cotton, whether organic or not, has its inherent challenges because of the amount of water it needs to produce. 'It takes 20000 liters of water to produce a kilogram of cotton, and only one pair of jeans and one T-shirt can be produced,' says barrier.

Woods' packaging bag is made of super natural paper, which is considered as sustainable fabric selection by the company. It is composed of tree cellulose produced by forest management committed to responsibility. In addition to the material itself, the process is also environmentally committed. '93% of the water used to make super natural paper is extracted and returned to its original source in its pure state. The remaining 7% is lost due to evaporation in the production process, so it will not cause pollution to the environment. 'Explained barrier.

According to grace Jeon, head of new venture capital at keepcool, the multi-step process of making supernatural paper starts from cellulosic precursor to paper to pulp, and then adds proprietary latex - an adhesive that gives the supernatural paper its cleanability - before the combined material is cured by heating. Depending on the thickness of the material, the ratio could be about 70 / 30 of cellulose and latex, she added. Cellulose is derived from slow-growing trees, which provide greater firmness and resistance.

'We know we want to use a sustainable and usable equivalent,' says barrier. 'This material, which we now call supernatural paper, is not only sustainable, but also durable, washable, 100% pure, and - if I say it myself - beautiful. Its appearance and feel are almost indistinguishable from leather. '

Keepcool looks for opportunities to use different styles of supernatural paper, resulting in its out of the woods bag range - a range of handbags, lunch bags, coolers and wine bags. Other styles are under development. 'We will continue to explore new opportunities to create real impact by using supernatural paper to replace historically used petroleum derivatives or other less environmentally friendly fabrics.' Said barrier.

Out of the woods handbag first launched super natural paper for more than two years. It is vital that the product is delivered in structure and function, while ensuring attractive and affordable prices, and the company continues to improve its materials. With its modern style and attractive price, out of the woods handbag meets consumers' demands for more environmental protection and ethics. The fashionable and practical handbag and thermal insulation bag series are made of super natural paper, which is a kind of renewable lightweight material, made of paper, matching the strength and beauty of leather, and 100% animal free fur, and can be cleaned.

The brand has cooperated with target supermarket to publish three kinds of lunch designs on target.com and select physical retail stores nationwide.

In this back to school season, target will launch three lunch bags, including paper sac lunch bag, boxed lunch bag and mini shopper lunch bag, all of which contain super natural paper. These styles retail for $11.99 and will be on display with a variety of essential back to school projects by September 2019.