Nobody's Child champions transparency with new Digital Product Passports
Responsible fashion brand Nobody’s Child has launched Digital Product Passports (DPP) for SS24, strengthening its commitment to transparency.
The latest initiative champions the womenswear brand's sustainable values and hopes to foster a "deeper connection" with its conscious community.
Initially launching with the Nobody’s Child x Happy Place by Fearne Cotton collection, the technology provides customers with a transparent way to track the journey of their clothing, from design to production.
By simply scanning a QR code on a garment's care label, customers can access information, including details about the materials used, the manufacturing process and the environmental impact.
Additionally, when paired with blockchain technology, the DPPs can validate the provenance of products as they exchange hands throughout their life, aligning with the pre-loved and rental markets.
Powered by retail technology company Fabacus, Nobody’s Child has harnessed its Xelacore platform to track and translate the gathering of over 100 data points.
Its ambition is to become fully traceable and transparent, with a view to start rolling out DPPs across its core collection from AW24.
The move comes ahead of upcoming EU product transparency legislation, ensuring that all key product information is captured and catalogued, thus "future proofing the business for a more circular future".
To further enrich the experience, all customers who scan the QR code can also sign up to receive exclusive gifts, including a unique non-fungible token (NFT). This acts as a digital receipt that can be stored in a Coinbase digital wallet, with every DPP individual to the actual product each customer owns.
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 x Happy Place by Fearne Cotton is available online and in-store, as well as at retail partners including Marks & Spencer and John Lewis. Priced from £45-120, the edit is made from responsible fabrics including organic cotton and plant-based materials.
