Smart Solutions for Better Tracking |

Fashion brands are increasingly collaborating with technology firms to introduce the Digital Product Passport (DPP), a tool designed to enhance transparency in the industry. This digital system will give consumers and producers detailed insights into a product’s origin, manufacturing process, and circular potential through reuse or repair. According to the latest updates from GS1 Netherlands, the DPP is set to become a mandatory requirement for new products in the EU by 2027.

In a recent press release, Ask Scandinavia, the Scandinavian accessories brand, has announced its readiness for upcoming legislation. Teaming up with tech company Tree, a platform leveraging blockchain for data storage, the brand unveiled its first Digital Product Passport (DPP) on May 23 at Fashion in Helsinki, linked to the Nova Tote. Crafted from Spinnova fibres and dyed with coffee-ground-based indigo, the bag’s lifecycle can be fully traced via a QR code, allowing visitors to follow its journey from raw materials to the final product.

Ask Scandinavia is implementing the Digital Product Passport (DPP) across all new products, not as a temporary pilot, but as a long-term initiative. According to Anette Cantagallo, the brand’s sustainability director, this move goes beyond regulatory compliance. “Transparency is a deliberate strategy for us,” she explains. “By revealing the full story behind each product, we aim to build consumer trust.”

The Industry’s Shift Toward Digital Product Passports

Several fashion labels are also embracing similar traceability solutions. Norwegian fashion label Holzweiler, for example, previously launched a Digital Product Passport (DPP) in collaboration with traceability specialist Trimco Group and software company Kezzler. Line Staxrud Eriksen, Holzweiler’s CSR manager, underscored the importance of transparency, stating, “Our customers have a right to know the journey behind each garment.”

Industry experts, including Jake Hanover from Avery Dennison, view the introduction of the Digital Product Passport (DPP) as a key step toward greater trust and transparency in fashion. Hanover highlights its impact, stating, “The DPP enables consumers to understand their purchases better, fostering more sustainable choices and contributing to a circular future.”

It is anticipated that an increasing number of brands will adopt this approach to comply with upcoming regulations and meet the rising demand for ethical and sustainable fashion.

As the fashion industry embraces technological advancements like the Digital Product Passport (DPP), transparency and sustainability are becoming more than just industry buzzwords, they’re evolving into standard practices. With leading brands taking proactive steps to integrate traceability solutions, the shift toward ethical production and consumer empowerment is accelerating.

The collaboration between fashion and technology signals a future where buyers can make more informed choices, supporting circular fashion and reducing environmental impact. As regulations take effect and consumer expectations rise, the industry’s momentum toward a more transparent and accountable supply chain is undeniable.

By prioritising innovation and ethical responsibility, fashion brands can redefine trust, reshape production practices, and set a new precedent for sustainability. The question is no longer if brands will adapt, but how quickly they will move toward a more traceable, responsible future.

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