Online retailer Tobi.com — beloved for its Eco-Tobi boutique full of ethical designers — has dreamed up a new program that deserves kudos.

The company is trying to reduce waste through its “Love an Ugly Box” initiative by reusing cardboard boxes and packing materials to ship new merchandise out to shoppers. On its blog, Tobi explains:

We send and receive so many boxes here at Tobi that we decided to reduce our carbon footprint (see our Eco Packaging info!) even more and start reusing what we can. Yes, a brand new box looks prettier, but seconds after the moment of excitement, you probably break it down and throw it out! So this box may be ugly, but you know that it’s been reused—and to us reducing our carbon footprint is more beautiful than even the nicest packaging.

*Just a heads up—since these “Ugly Boxes” come from returns sent back in original and reusable condition not all orders will be shipped in an “Ugly Box”. And no the state of your package isn’t because the mailman hates you!

What a clever idea! As online-shopping devotees who couldn’t care less about the state of the cardboard boxes our orders come in, we hope other retailers take note and follow suit.