Utah-based PicoNext, a platform designed for apparel and accessories brands to engage customers through Web3, has made progress in the adoption of Digital Product Passports (DPP). This tech company has collaborated with four global fashion retailers, equipping them with DPPs to showcase their transparency and sustainability initiatives.
The fashion brands that have joined the consortium include —Simple Chic in Sydney, Australia; Bon+Berg in Dublin, Ireland; The Morphbag and Atelier Tammam, in London, England. Utilising a combination of blockchain and cloud-based DPPs, these boutique clothing brands are committed to detailing the environmental and social attributes of their products. This strategic move aims to avoid “greenwashing” and substantiate their sustainability initiatives with verifiable data, fostering trust with environmentally conscious customers.
Mandated by the European Union in March 2022, Digital Product Passport (DPP) regulations necessitate brands to furnish sustainability data to customers. This includes reporting on aspects such as materials sourcing, carbon footprint, and recyclability. Accessible via QR codes or web links, Digital Product Passports, powered by PicoNext, provide customers with easy access to environmental information. Simultaneously, companies can leverage this data to craft a compelling brand experience, enhancing transparency and trust.
Dave Dickson, the founder of PicoNext, emphasised that their platform not only bolsters trust with among their Gen Z customers, but also ensures compliance with forthcoming European Union DPP regulations.
The suite of PicoNext solutions, comprising Digital Product Passport, blockchain-based experience design, sustainability, and customer loyalty capabilities, is currently accessible by brands and retailers to retain their environmentally conscious customers.