When Art, Sustainability, and Legacy Collide
A New Earth Project
Our mission is to rid the world's oceans, lakes, and rivers of plastic pollution.
Sometimes the best collaborations are born out of the love of friendship, a shared love of music, and a willingness to imagine what’s possible.
That’s exactly what happened when Wes Carter, Founder of A New Earth Project, and Chris Benchetler, artist, professional athlete, and A New Earth Project Advocate, came together to create the sustainable packaging for Chris's limited edition capsule collection for the Grateful Dead’s 60th anniversary.
At its heart, the project was about more than packaging. It was about honoring a legacy while pointing toward a more sustainable future.
“We’re using sustainable inks. We’re using sustainable materials. Everything about this package is sourced from nature-based feedstocks,” Wes explained.
And Atlantic Packaging kept this close to home by handling the printing of Chris's artwork on the packaging in-house at our North Carolina facility.
By using regenerative materials like seaweed in the Sway Polybag for the packaging of the t's and hoodies in his collection, the design embraces true circularity. When the packaging reaches the end of its life, the earth itself closes the loop.*
*Sway Polybags are designed for home and industrial composting (certification pending and expected by the end of 2025!)
For Chris, the Grateful Dead has been a personal and creative influence for years.
“I had the honor of creating their 60th anniversary logo, and this merch collection became my first opportunity to carry that legacy forward through design,” he shared. “To know that this artwork will live on forever—and to see it protected in sustainable packaging—means everything to me.”
Wes echoed the sentiment:
“There’s always something sacred about a first adopter. Nothing brings me more joy than knowing Chris, with his artistry and vision, was the first to take this step with us.”
It’s a partnership rooted in respect, fueled by creativity, and grounded in the belief that business, art, and sustainability can - and must - work together.
The result? A timeless collaboration that celebrates the Grateful Dead’s enduring spirit while helping pave the way toward a world where the future feels worth building together.
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Creator for rEvolution » Self, Community & Planet.
1wDeep appreciation for the innovation«»evolution! Thank you Wes Carter for always inspiring industry leaders that really, "the more beautiful world our hearts know — IS POSSIBLE."
Entrepreneur, Inspiring, Traveler, Leader | Paper, Board & Recycling Industry
1moLegacy is strongest when it inspires both creativity and responsibility in equal measure.