Digital passport could be one of the solutions to extend the life of fashion. Yes, a passport, like that document that identifies us - it has our full name, date of birth, gender, our height and where we were born. The same idea, but applied to a product. Essentially, give a pair of jeans, a wallet or a perfume that we can buy the possibility of having a document with information about the product's detailed life cycle - showing its origin, where and how it was produced or what kind of materials it's made of. We can also give more details, such as how to preserve the product or tips for styling with other pieces. We can add more information, so we can put the history of the product (its guarantee of authenticity or if it has ever been put up for resale).
Today, people are more aware of climate change. Brands and consumers are adopting best practices, creating a positive impact for our planet, but there is still a lot of work that needs to be done that is often not fully explored and recognised. To that end, our interest in making the best decisions and learning more about our environmental footprint, we need to be updated so we can be more engaged and adapt about what is best for our planet.
The digital product passport can be considered a major game changer in the fashion industry in the coming years. Brands are increasingly starting to track and understand what their true impact can be on their sourcing process and the products they sell. For the more curious, this information can be concentrated in a simple QR code, which can make everything more transparent about where and how your product is made. All this verified information will allow brands to share their claims, their green footprint and give consumers the freedom to buy according to their values.
We want to create a movement closer to circularity, where the product is not being discarded, but rather being reused in the future. Keep brands connected to their products after they are sold and keep them in circulation for longer.
One of the big problems in fashion is the lack of transparency with how a garment is produced, which makes it difficult for the consumer to understand what they are buying. This is where the digital passport comes in, which emerges with the new European Union legislation, but is also being adopted by other countries like England. In addition, several luxury brands have been targeted by technology startups specialized in this area, which believe they can answer a simple question, which most brands still can't answer: what happens to your products once they reach the customers' hands?
From the beginning, at Wedoble we have always wanted to be transparent with our consumers and, at the same time, put ourselves in the front row when we are talking about the environment. Being an environmentally friendly brand requires knowledge and a constant search for new practices to implement. In our case, it was crucial to bring the digital passport to our pieces. From collecting the source material, where and how it is produced and what can be done after a jacket that no longer fits a child - a possible recycling and reuse of the material of the garment.
One of the innovations we couldn't be more proud to apply in our brand is the creation of the digital passport for our pieces. It is, without a doubt, a new world that we are and want to explore. The realization of this step means a big step and will add even more environmental value to our work, which has been our goal since day 1. Our digital passport is associated with a QR code on our labels - it includes important information and the entire life cycle of the piece (from the pick-up of raw materials to the delivery of the piece to the consumer). We want to include our planet in everything we do and, to do so, bring the circular economy, sustainability and the possibility of being able to give back the resources we use, every day, to produce our garments.
You will see the new labels with the digital passport in the next collection we are working on. Stay tuned!
Experts predict that sustainability will be on the fashion industry's agenda by 2023. I hope that this aspect will continue to prevail, more and more, in this industry.
What about you? We want to know what you think about this news and the progress that has been made in the fashion industry. And also, what other kind of initiatives do you think are important that are implemented or that should be considered?
