Photo credit: 4Sustainability 

Can you imagine a world in which you scan a garment and are able to see its whole life story? Maybe this seems a bit out of the ordinary today, but it may not be such an abstract concept in the future. Thanks to digital product passports, also known as DPPs, tracking a garment’s journey across its entire value chain is becoming the next step in sustainable accountability and brand transparency.

WHAT ARE DIGITAL PRODUCT PASSPORTS?

Digital Product Passports (DPPs) are a digital form of documentation linked to a product, which contains detailed information regarding its origin, materials, certifications, and care instructions. Typically, DPPs are displayed on a product in the form of a QR code or NFC tag that consumers can scan.

It’s important to note that DPPs are made possible through blockchain technology. Blockchain technology serves as a storage of digital transactions that allow for records to be tracked securely across many computers. According to DoxyChain, blockchain technology offers important benefits such as transparency, security, verifiability, and ensuring that information can not be altered once recorded. 

THE BENEFITS OF DIGITAL PRODUCT PASSPORTS? 

Digital Product Passports offer several benefits to brands and consumers, such as: 

• Transparency & Trust: Consumers can read first-hand about the materials used to make a product, which can also reduce greenwashing.

• Authentication: Makes it easier to determine if a product is a knock-off. 

• Improved resale value: A consumer can understand where a re-sold product has been. 

• Circularity: DPPs offer a record of repair history and provide care tips, which can lead to longer-lasting products that also have strong resale appeal. 

• Brand Loyalty: Consumers can feel a deeper connection to a brand if they understand where and how their products are made. 

Photo credit: TexSPACEtoday

LOOKING AHEAD 

So, where does the fashion industry stand right now with the implementation of digital product passports? 

Although not integrated by many fashion brands at the moment, it's likely to change in the future as the Ecodesign for Sustainable Products Regulation is enforcing that all textiles sold in the EU will be required to feature a DPP by 2030, documenting materials, manufacturing processes, and sustainability claims. Although this regulation is mainly focused on the EU at the moment, many international fashion houses will likely implement this practice on a global scale. 

This implementation will not come without challenges despite the benefits of DPPs. Some challenges that come along with this new technology are high implementation costs, gathering accurate and consistent data across many different stakeholders, and also balancing the ethical use of data and making sure it complies with data privacy laws.  

AYANA ACTIVE & DPPs

 As Ayana Active continues to grow and establish itself, we are interested in implementing Digital Product Passports (DPPs) in the future. This aligns with our ongoing commitment to sustainability and innovation, enabling customers to better understand the life cycle of our garments and how to care for them responsibly.

FINAL THOUGHTS

In the near future, it will be exciting to see how brands implement DPPs into their sustainability initiatives. It will also be interesting to see how the fashion industry adapts to new sustainability regulations and what this can mean for the connection between brands and consumers. 

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