British luxury knitwear brand Chinti & Parker has today launched its first collection to feature Digital Product Passports (DPP). Promoting circularity, customers can access detailed information about the materials used, the production process and the environmental characteristics of each garment simply via a scannable barcode.

The DPP  trial has been facilitated by technology provider Fabacus and will be incorporated into the new Peanuts capsule collection. This innovative initiative marks a significant milestone in the retailer’s commitment to transparent shopping practices.

Providing customers with insight into the product’s journey, Fabacus tracks approximately 100 data points from creation to consumption, or as Co-founder and CEO Rachael Wood likes to refer to ‘from Goat to Garment’.

By scanning a QR code on the product label, customers can gain insights into the sustainability credentials of their purchase, empowering them to make “conscious decisions that align with their values”. Customers can also sign up to receive exclusive gifts, including cashmere care sets and discount codes.

Rachael Wood Co-Founder and CEO of Chinti & Parker, said: “Launching our Digital Product Passport initiative is a pivotal moment for Chinti & Parker. It’s a bold step towards a more transparent and sustainable future in fashion. By providing our customers with unprecedented access to the journey of each garment, we empower them to make conscious choices that align with their values.

“We’re redefining what it means to shop with purpose.”

Andrew Xeni, Founder & CEO of Fabacus, added: “Our collaboration with forward-thinking brands like Chinti & Parker exemplifies our commitment at Fabacus to redefine the future of fashion and retail, with sustainability at the heart, using our technology to craft new, engaging, and innovative channels for consumer interaction.”

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