SEMAINE - paul stamets
ECO-FRIENDLY INNOVATION: SEMAINE AND MAGICAL MUSHROOM COMPANY® COLLABORATE ON SUSTAINABLE PACKAGING
MOTHER MYCELIUM T-SHIRT
Semaine, a shoppable media platform based in Paris, curates award-winning content and hand-selected lifestyle products. Known for collaborating with influential Tastemakers, including mycologist Paul Stamets, Semaine recently launched the Mother Mycelium T-Shirt to celebrate Stamets’ groundbreaking contributions to fungi research.
Committed to sustainability, Semaine sought a packaging solution for the T-shirt and accompanying Mother Mycelium Handbook that reflected their eco-conscious values while showcasing Stamets’ favourite fungi. Partnering with Magical Mushroom Company®, they delivered an innovative solution using Mushroom® Packaging.
“IT IS, IN OUR OPINION, THE FUTURE.”
THE PROBLEM
Semaine wanted to package the Mother Mycelium T-Shirt and Handbook in a way that honoured the product’s focus on fungi and aligned with their sustainability goals.
Traditional packaging materials were not an option, as they conflicted with both the ecological ethos of the product and Semaine’s dedication to limiting environmental impact.
The challenge was to find a sustainable, mycology-inspired packaging solution that was as innovative and educational as the product itself.
THE SOLUTION
Semaine collaborated with Magical Mushroom Company® to create bespoke Mushroom® Packaging for the gift set.
Using a patented bio fabrication process, MMC bound mycelium with waste hemp shivs to produce eco-friendly, home-compostable packaging grown in just seven days at their Esher facility.
The mycelium packaging not only protected the T-shirt and handbook but also highlighted the incredible potential of fungi, aligning perfectly with the product’s theme and Semaine’s green goals.
THE RESULT
Semaine successfully realised its sustainability goals, delivering each Mother Mycelium T-Shirt in biodegradable packaging that returns to the earth within 40 days.
The collaboration between Semaine and Magical Mushroom Company® demonstrated how innovative packaging can elevate product storytelling while reducing environmental impact.
Additionally, 15% of the proceeds from each T-shirt are directed towards Paul Stamets’ cutting-edge fungi research, further advancing the understanding and application of mycology.
“It is extremely important to us to create products that are fun but also educational, useful, and most importantly sustainable, which the Magical Mushroom Company® embodies. Using it as packaging not only makes sense because it showcases what mushrooms are capable of but also because it is an incredibly sustainable solution. It is, in our opinion, the future.”
Joséphine Schulte, Head of Products, Semaine
