Responsible fashion brand, Nobody’s Child has welcomed the return of Digital Product Passports for SS24, launching on the Happy Place by Fearne Cotton collection.
The pioneering initiative is aiming to revolutionise the fashion industry by providing customers with transparent and engaging ways to track the journey of their clothing, from design to production.
By scanning a QR code on the care label, customers can access a wealth of information including details about the materials used, the manufacturing process and the environmental impact of their purchase. Links to circular services such as repair and rental are also included. Nobody’s Child’s ambition is to become fully traceable and transparent, with a view to start rolling out DPPs across the core collection from AW24.
Powered by Fabacus, Nobody’s Child has harnessed its Xelacore platform to track and translate the gathering of over 100 data points. The fashion brand is proud of the relationships it’s built with a close network of suppliers throughout the world and the launch of DPPs maps key stages of the supply chain from processing of the raw materials, through to the yarn and fabric mills, and finally to the garment factories where the products are sewn together.
In addition, all customers who scan the QR code can sign up to receive exclusive gifts including a unique non-fungible token (NFT). This acts as a digital receipt that can be stored in a Coinbase digital wallet. The Nobody’s Child DPP has been designed ahead of upcoming EU product transparency legislation coming into place.
“We’re delighted to introduce the second edition of our Digital Product Passport pilot,” commented Jody Plows, ceo at Nobody’s Child. “At Nobody’s Child we believe in transparency and accountability, and our Digital Product Passport embodies these values. By empowering our customers with knowledge about the origins of their clothing, we hope to foster a deeper connection to the products they love and encourage more conscious consumption.”
Andrew Xeni, founder and ceo at Fabacus, continued: “As the founder and CEO of Fabacus, I’m incredibly proud of the strides we’ve made in leveraging technology to transform the fashion industry. Our mission at Fabacus is to empower brands like Nobody’s Child with innovative solutions that drive responsibility, transparency and efficiency. Together, we’re revolutionising the way consumers engage with fashion, creating a brighter and more connected future for all.”
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