The Fashion Toolkit of the Future: Digital Product Passports

Time to read: 3 minutes

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Digital Product Passports (DPPs); leave brands in a chicken and egg situation. The EU is aiming to confirm by mid next year, exactly which product categories need to have a DPP, but textiles and apparel will be included for sure. 

Unfairly, the EU is not finalizing the requirements for DPPs until the end of 2025 at the earliest. But if you wait until then to start getting any data, you’ll be scrambling to prepare for a F/W 27 collection. They are encouraging early preparation, to allow you to implement seamlessly once the regulations are fully defined. 

This comes into play for products sold in the EU, 1st January 2028, which means implementation from mid 2027, or F/W 27 in seasonal terms.    

DPPs apply to all sellers who sell to the EU - regardless of where your brand is based. And while it’s EU specific now, it's likely to be adopted globally if found successful. 

The 2028 products will have a “lite” version ahead of additional requirements in 2030.

So what exactly is a DDP? 

A Digital Product Passport is a digital record (some kind of webpage) that provides information on a product throughout its lifecycle, from sourcing to disposal. 

DPPs must be accessible to customers both at the point of purchase and online. Either via QR codes, NFCs or RFID chips, used on swing tags or inside labels.  

360 Trace | Seamless Source

DPPs may eventually replace care labels, as the long list of requirements that international brands need to follow to make physical care labels several sheets long! 

What should be included in DPPs?

So far, we know from the EU, that right now the following “can” be included:

• Product’s technical performance

• Materials and their origins

• Repair activities

• Recycling capabilities

• Lifecycle environmental impacts

The good news is that we can make educated guesses on what’s most likely to be a requirement… which makes preparing ahead of time possible. 

Thank you to Samantha at The Good Factory newsletter for the suggestions: 

• Compositions for all fabrics, trims and components (will be used for recycling) 

• Care instructions (and maybe info on how to prolong the life of the garment)

• Supply chain traceability, including certifications with numbers

• Any other product, batch and commodity ID codes you’d find on a care label

Digital Product Passports as Marketing Tools

Beyond compliance, DPPs offer unique opportunities for brands to engage their customers:

Transparency: 

By providing detailed information about a product's origin, materials, and environmental impact, brands can build trust with consumers who are increasingly seeking transparency. 

Storytelling: 

DPPs enable brands to share the narrative behind each product, from design inspiration to material choices and craftsmanship details, fostering a deeper connection with consumers. 

Brand Loyalty: 

There is space in DDP programs to add usage instructions, authenticity records, rewards/loyalty programs, warranties, bonuses or prizes for customers who follow care instructions, or prolong the garment life, or any other number of scenarios. 

Facilitating Resale: 

Proponents say that DPPs could become a key lever in resale, by helping consumers more easily list goods with accurate, authenticated, and complete information. (Resale enables brands to decrease production volumes without decreasing sales). 

Getting started with DPPs for Fashion Brands

Assess:

Audit existing processes to determine what product information is already collected. Identify the gaps you need to fill.

Tools:

Invest in tools or platforms that can securely store and share product data throughout the supply chain.

Collaborate:

Work with your suppliers and manufacturers to ensure data accuracy and consistency.

Educate:

Inform customers about the value of DPPs, how to access and use the information provided – and by letting them know how it adds value to their purchase.

Digital Product Passport tools to check out:

Seamless Source https://seamlesssource.com/introducing-360-trace/ 

Portia https://www.portia.cloud/ 

Rudholm https://www.rudholmgroup.com/digital-solutions/ 

By making the most of DPPs, you can do more than just keep your brand compliant. There are some fantastic opportunities to enhance your brand as well; through increased transparency, engagement, and by taking advantage of additional ways to treat and delight your customers.

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