Digitally product passports are a game-changer for the fashion industry, from customer satisfaction to supply chain efficiency, compliance, and circularity.
Imagine a future where every item in your wardrobe comes with a complete story — revealing its materials, environmental impact, and journey through the supply chain. That future isn’t far off; we are on that journey. With the expected rollout of Digital Product Passports (DPPs) for textiles in 2028, the fashion industry is on the verge of a transformative shift.
Known for its creativity and innovation, the fashion industry is now facing increasing pressure to address sustainability concerns. Consumers and governments alike are demanding greater transparency and accountability, urging businesses to align their operations with more sustainable practices. One of the most significant to emerge in this landscape is the European Commission’s DPP, an integral part of the Ecodesign for Sustainable Products Regulation (ESPR).
At Avery Dennison, we believe that DPPs offer more than just regulatory compliance — they provide a unique opportunity for businesses to gain a competitive edge, enhance sustainability, and foster stronger customer relationships.
Turning regulation into opportunity
Some businesses may view mandatory DPP implementation as a hurdle, but forward-thinking companies recognise it as an opportunity. Instead of merely meeting legal requirements, brands can leverage DPPs to optimise their operations. DPPs aim to achieve higher uptake of repairs and recyclability, which are critical to ensuring prolonged product life and reduced waste. By embracing DPPs, fashion companies can build circular business models that not only benefit the environment but also increase profitability.
As a leader in sustainable innovations, we at Avery Dennison see the DPP initiative as a chance to create a scenario whereby advancing sustainability, promoting circularity can drive profitable industry growth.
‘Making Possible’ is at the heart of what we do. It’s been that way since we invented the self-adhesive label 90 years ago. Today, we’re supporting our fashion customers as they connect the physical and digital to solve some of the world’s most complex challenges. What if DPPs could unlock textile recycling and make it part of everyday life? What if consumers scanning their clothes could help reduce the mountains of textile waste the world is burdened with?
Tackling textile waste
With over 15 kilograms of textile waste generated per person annually in Europe, according to McKinsey, and 11.3 million tons of textile waste going to landfills each year in the U.S., according to Earth.org, the fashion industry must confront its environmental footprint. Meanwhile, the Missing Billions report, commissioned by Avery Dennison, found that an average of 3.9 percent of apparel inventory is wasted per year due to overproduction. Addressing overproduction and waste requires a more sustainable approach to supply chain management, which DPPs can facilitate.
By integrating DPPs, businesses can track and manage products from raw material sourcing through to their end of life. This offers new ways to minimise waste and transition towards more responsible consumption practices.
Enhanced supply chain transparency and inventory visibility
In addition to extending garments’ end of life, DPPs also bring a series of additional benefits to businesses beyond compliance. The main advantage of DPPs is the visibility they bring to supply chains. Each product is assigned a unique digital ID, creating a “digital twin” that can capture detailed data about the product’s materials, origin, and lifecycle. This level of transparency not only supports brands in substantiating sustainability claims but also helps enable compliance with evolving regulations.
Through continuously monitoring the supply chain, businesses can respond to consumer demands more accurately and minimise the costly inefficiencies that often lead to wastage. With DPPs on every garment, brands can raise their game in terms of tracking and forecasting more accurately, taking the guesswork out of production planning.
Connected product clouds are key to providing inventory visibility with chain of custody data. For instance, Avery Dennison’s atma.io platform provides a dedicated portal that offers the essential elements organisations need to create customisable DPPs, manage product data, and create data carriers to be applied to physical products. By providing personalized consumer engagement, brands can create a more accountable and traceable ecosystem.
Extending the life of garments
DPP solutions also play a crucial role in managing the extended life of products. With scannable labels linked to digital twins, information on a garment’s composition can be easily accessed by recyclers, making it easier to repurpose or recycle items. This level of detail supports the circular economy by facilitating large-scale textile recycling efforts.
Companies like Avery Dennison actively invest in this area, working with partners such as Circ to develop recycling technologies at industrial scales. Such efforts ensure that materials can be efficiently sorted and reintroduced into the production cycle, helping close the loop on textile waste.
Empowering consumers to drive circularity
A powerful aspect of DPPs is their potential to engage consumers directly. With access to digital product information, individuals can take greater responsibility for their garments, from proper care to repurposing and recycling. This data-driven approach not only encourages sustainable consumption but also strengthens the bond between brands and their customers.
Brands like Swiss performance-wear company Swijin have already implemented QR-linked digital care labels, empowering consumers to scan products for recycling instructions. By creating an interactive experience, brands can deepen customer loyalty and differentiate themselves in a market where transparency and sustainability are increasingly valued.
Competitive edge through sustainability
For fashion brands, adopting DPPs represents a chance to comply with regulations and stand out as sustainability leaders. Those that embrace this digital shift will not only enhance their operational efficiencies but also open new opportunities for brand storytelling, value creation, and customer engagement.
As consumers demand more than just style from their favourite brands, the transparency offered by DPPs will be a vital differentiator. Leading the charge in this transformation positions businesses to shape the future of fashion while meeting the growing call for accountability and sustainability.
DPPs offer far more than a means to navigate regulatory requirements—they present a strategic advantage that forward-thinking businesses can harness to revolutionise their operations, reduce waste, and engage with consumers in new and meaningful ways. By embracing DPPs, the fashion industry has the opportunity to become a true force for positive change.
Debbie Shakespeare is the Senior Director, Sustainability at Avery Dennison.
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