New Look partner Re-Fashion uses cloud-solution EVRYTHNG to trace clothing lifecycle

New Look's partner Re-Fashion is collaborating with cloud-solution company EVRYTHNG to help the industry move towards a more circular future by tracing product's recycling journeys. 

New Look's partnership with Re-Fashion aims to encourage consumers to recycle and re-use clothing and tackle the issue of 350,000 tonnes of good quality clothing being sent to landfill every year in the UK.

By partnering with EVRYTHNG, the two are adding more transparency to the clothing recycling journey by using the company's Active Digital Identities™ solution, which creates a unique digital profile for every garment to generates and delivers real-time data which allows them to track the garment's entire lifecycle.

It also allows consumers to understand a garment's journey by scanning the digital identity on a product's label to receive product information and personalised experiences.

The company claims this creates greater operational efficiency, better consumer engagement and higher brand advocacy.

Steve Lyons, director and owner of Re-Fashion commented: “At Re-Fashion we’re dedicated to creating fashion circularity and re-use, but needed a way of tracking every item we sell so we could encourage its return. By matching our approach with EVRYTHNG’s technology, the recycling method becomes easier to action by creating the digital identities for items either at the point of production or, as they’re processed by our team.”

Sue Fairley, Head of Sustainability, New Look said: “We don’t want people to throw away their products, but we know that they get bored with them, which is why circularity is so important for the fashion industry. We can’t continue to deplete the world of its resources and now technology is at a point where we can address those concerns and introduce what we call the ‘kind’ product.”

Cyrus Gilbert-Rolfe, CRO at EVRYTHNG added: “What’s truly exciting about this union is that we’re already working with the leading fashion brand, New Look, to support their sustainable efforts further. What we need is more brands keeping more garments in the circular economy. That’s good for the brand, it’s good for the consumer and it’s good for the future of the planet.”