Nanushka partners with Eon to improve longevity of its clothing

Nanushka
Nanushka Resort 21

Sustainable, contemporary women’s fashion brand Nanushka, is turning pieces from its Resort 2021 collection into “intelligent and lifelong digital assets” to prolong their life, following partnership with “Connected Fashion” platform Eon.

Selected garments from the Nanushka collection will come complete with a QR code that can provide their owners with information on services and amenities that can help extend the longevity of the garment and contribute to a circular fashion economy.

Services include styling insights, instructions for resale, sustainability credentials, services for rental and peer-to-peer sharing and more.

“We believe in the vision of a circular economy, and we recognise our responsibility as a brand to proactively take steps towards building a circular fashion system where products and materials are utilised at their most and where connected products enhance the user experience through an increased level of transparency,” said Nanushka founder Sandra Sandor.

“We partnered with Eon, who make this step possible with their leading connected products technology shaping a better future of consumption and production,” she added.

Eon was founded in 2015 with the aim of powering circular and connected commerce. In 2018 it launched its CircularID™ initiative to develop a protocol that would “unlock the communication and connectivity” for many businesses in the circular value chain.

This year select global brands and retailers have taken part in the CircularID™ Protocol Pilot Version to launch Connected Products.

The move by Nanushka, in partnership with Eon, is similar to that of YOOX NET-A-PORTER Group which last week announced that it would be equipping its own brand products with a Digital ID designed to prolong their life.

Also accessed via QR code the IDs are described as “digital passports” for garments and customers and partner brands to easily check an individual garment’s authenticity, provenance, history and considerations for styling and care and repair.