Sustainable fashion brand Nobody’s Child has launched its second Digital Product Passport (DPP) pilot, enabling customers to track the journey of their clothing from design to production.
A QR code will be added to the care label of the Nobody’s Child x Happy Place by Fearne Cotton SS24 collection. Customers who scan this can access information including details about the materials used, the manufacturing process and the environmental impact.
By scanning the QR code customers can also sign up to receive exclusive gifts. This includes a unique non-fungible token (NFT), which acts as a digital receipt that can be stored in a Coinbase digital wallet. Every DPP will be individual to the actual product each customer owns.
Furthermore, when paired with blockchain technology the DPPs can validate the provenance of products as they exchange hands throughout their life, which aligns with the pre-loved and rental markets.
Jody Plows, CEO of Nobody’s Child, said: “We’re delighted to introduce the second-edition of our Digital Product Passport pilot.
“At Nobody’s Child we believe in transparency and accountability, and our DPP embodies these values. By empowering our customers with knowledge about the origins of their clothing, we hope to foster a deeper connection with the products they love and encourage more conscious consumption.”
Nobody’s Child plan to start rolling out DPPs across its core collection from AW24. The technology will be provided by Fabacus, with Nobody’s Child deploying its Xelacore platform to track and translate the gathering of over 100 data points.
Last week, M&S announced it will welcome Nobody’s Child to 48 more stores across the UK from March.
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