Nobody’s Child, which counts M&S as a major investor, is introducing Digital Product Passports (DPPs) in a bid to “underscore the brand’s commitment to elevating transparency, championing sustainable values and fostering a deeper connection with their conscious community”.
The business has released DPPs before, but said this move take it a step further and has been designed ahead of upcoming EU product transparency legislation.
The fashion retailer said it aims to become “fully traceable and transparent, with a view to start rolling out DPPs across the core collection from AW24”.
Launching today (12 March) with the ‘Happy Place by Fearne Cotton’ collection, the initiative offers shoppers the chance to track the journey of their clothing, from design to production.
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By scanning a QR code on the care label, customers can access information on the materials used, the manufacturing process and the environmental impact of their purchase, while links to circular services such as repair and rental are also included.
Scanning the QR code will also allow shoppers to 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.
Nobody’s Child CEO Jody Plows said: “At Nobody’s Child we believe in transparency and accountability, and our digital product passport 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.”
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