Digital Product Passports adopted by Four Fashion Brands

Companies use blockchain- and cloud-based Digital Product Passports to differentiate around sustainability and comply with European Union regulations

In January 2024 PicoNext announced new customer momentum in Digital Product Passports, with a collection of four fashion retailers across the globe adopting the technology to provide increased transparency into their sustainability efforts. The boutique clothing brands are using a combination of blockchain- and cloud-based Digital Product Passports to detail environmental and social attributes of their products, avoiding “greenwashing” and backing their sustainability programs with data.

Digital Product Passports

Introduced in March 2022 by the European Union, Digital Product Passport (DPP) regulations require brands to provide sustainability data to customers, including reporting on attributes such as materials sourcing, carbon footprint, recyclability and more. Typically accessed via a QR code or a Web link, Digital Product Passports powered by PicoNext allow customers to easily view this environmental information by category, and enable companies to create a brand experience around the data while improving transparency and trust.

In fact, according to recent PicoNext sustainability research of 1000+ consumers in Europe and the U.S., 73% of customers indicate that access to this type of detailed sustainability information helps them have more trust in a brand, with 67% also saying that they would be more likely to purchase a product with this increased data.

“Innovative brands are using Digital Product Passports to differentiate their offerings around sustainability,” said Dave Dickson, founder of PicoNext. “Using the PicoNext platform, they are not only increasing trust with eco-conscious Generation Z customers, but also driving compliance with upcoming European Union DPP regulations.”

The four fashion brands launching DPPs today – including Simple Chic in Sydney, Australia; Bon+Berg in Dublin, Ireland; The Morphbag in London, England; and Tammam, also in London, England – are using their Digital Product Passports to show progress in sustainability programs and drive greater trust with their environmentally focused customers.

Simple Chic

Based in Sydney, Australia, Simple Chic is an on-demand and circular clothing e-commerce platform. It features made-to-order women’s clothing in 100% natural fabrics by local, independent, women-led designers and makers, and provides circular clothing services that are easily accessed during- and post-purchase of clothing. From made-to-order designs, repairs, alterations, upcycling, resale and recycling to extend the life of clothing and to support the planet, the company’s vision is to create a more inclusive, equitable & regenerative world of clothing where all women and our planet flourish.

Simple Chic implemented PicoNext Enterprise APIs into a custom Web site in order to render its DPP information and make it easily available for customers through a QR Code. This way, Simple Chic could retain full control over the brand and customer experience of its DPP, ensuring compliance with brand and sustainability guidelines.
View Simple Chic’s Digital Product Passport

Tammam

Tammam is a couture fashion studio in London, England with a long-term commitment to environmental and social responsibility. Its recent collaboration with the European Space Agency (ESA) features stunning prints of landscapes affected by climate change through satellite imagery on its high-end scarves.

The brand ensures its designs use cruelty-free materials, its sourcing is from sustainable supply chains, and its production is in accordance with ethical principles. Tammam’s blockchain-based DPP traces the "fiber-to-finish" philosophy of its sourcing and production process for its new ESA scarves collection.
View Tammam’s Digital Product Passport

Bon+Berg

Based in Dublin, Ireland, Bon+Berg focuses on making sustainable women’s undergarments. The brand’s bras and bottoms incorporate sustainability at every point in the value chain, and the company encourages customers to embrace slow fashion and avoid greenwashing.

Bon+Berg’s Digital Product Passport uses PicoNext and the environmentally friendly Polygon blockchain to immutably secure its sustainability data on a public ledger – allowing data events to be traced, and ensuring they can persist indefinitely, regardless of vendor status. To accelerate speed-to-market, the brand also used a pre-formatted DPP viewer from PicoNext to render sustainability data from the public ledger alongside its own branding.
View Bon+Berg’s Digital Product Passport

Digital Product Passports

The Morphbag by GSK

The Morphbag by GSK, based in London, England, produces vegan-leather totes, cross-body handbags and clutches for busy and stylish women. The company’s Digital Product Passport highlights the vegan certifications it has received for its products, as well as details of its factory audits and social impact initiatives – including planting trees in the Amazon rainforest for every handbag set sold, and collaborating with UK charity Smartworks to prepare women for workforce reintegration after a career break.

The Morphbag uses PicoNext to produce a cloud-based DPP in order to flexibly update sustainability attributes in its passport as its supply chain strategy evolves, with the option to transition to a blockchain-based solution in the future. A preformatted, Web-based DPP viewer renders and displays sustainability data from the cloud, without customers needing to download or install any additional apps.
View The Morphbag’s Digital Product Passport

Mira Mikosic, founder of Simple Chic

"Our Digital Product Passports enable us to securely and transparently share each product's provenance story, sustainability disclosures and our impacts towards the UN Sustainable Development Goals. Importantly, they unlock new customer and business value through the inclusion of our Circular Product Services, which are designed to engage our customers throughout a product's lifecycle, including clothing repairs, upcycling, resale and recycling. Our DPPs are a new Simple Chic branded customer experience designed to educate and engage while staying ahead of emerging regulations."

Lucy Tammam, founder and creative director of Tammam

“Just as our new Tammam X European Space Agency fashion collection incorporates stunning satellite imagery, our Digital Product Passport gives a bird’s eye view of our sustainability practices,” says Lucy Tammam. “Our customers can use the DPP to see what’s happening with our environmental and social programs, where the product was made, and what it is made of – all in one place that’s easy to access.” Quotes (continued)

Siobhán Dunphy, founder of Bon+Berg

“Our garments strive to be good in every way possible: ethical, sustainable, and fair-trade. We’re pleased that our Digital Product Passport drives transparency with customers, and shows them exactly what we’re doing to be environmentally responsible.”

Giovanna Sessi-Knott, founder of The Morphbag

“After learning about the new E.U. Digital Product Passport rules, I knew we wanted to get ahead of these emerging regulations. Our DPP helps us collect our environmental info in one place and communicate our sustainability philosophy directly to our customers.”

Digital Product Passport solutions – along with blockchain-based capabilities for experience design, sustainability, and customer loyalty – are currently available to brands and organizations.

About PicoNext

PicoNext is an end-to-end platform for experience brands to engage their customers using public ledgers. With integrated Digital Product Passport, sustainability transparency, and loyalty capabilities, PicoNext enables companies to use blockchains to attract and retain Generation Z and Millennial customers. For more details, visit PicoNext.com


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Tags:Digital Product Passports, fashion retailers, sustainable fashion, greenwashing, transparency, blockchain

About the Author

Silvia Kabaivanova

As the founder of Be Global Fashion Network and several other fashion websites, Silvia has been working for more than 20 years covering fashion industry trends and news. With a passion for the fashion business, she focuses on sustainable fashion and innovations, custom fashion and print on demand services. Silvia is a Chairman of Bulgarian Fashion Association. You can reach her at silvia@bgfashion.net


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