Closing the Sustainability Gap: How Regulations and Traceability Tech Are Pushing Fashion Transparency
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As consumers become increasingly aware of the impact of fashion on the environment and labor practices, sustainable fashion has gained traction. However, despite the growing demand for sustainable fashion, the reality is that fast fashion brands often make false claims about using sustainable materials and ethical labor practices. This creates a gap between what consumers believe they are buying and the true product provenance.
To tackle this issue, European governments have proposed eco-design rules that promote the use of recycled fibers and fabrics, restrict the use of non-recyclable synthetic materials, and ensure longer durability of clothes. France has already implemented a decree that requires brands to include point-of-sale labeling with detailed and verified information about reparability, recyclability, sustainability, and traceability.
However, implementing these regulations can be a challenge for fashion brands as they often lack visibility into their complex supply chains and sourcing of raw materials. To address this, a combination of physical and digital traceability technologies such as isotope analysis, artificial DNA, and digital blockchain-based tracing can provide comprehensive insight into product provenance and traceability from source to customer.
Using isotope analysis, the geographic origin of cotton and other materials can be detected. Artificial DNA nanoparticles can be used to “tag” raw materials through the supply chain. And blockchain platforms offer decentralized, immutable ledgers to track transparency data and certifications.
Moreover, blockchain-based traceability can also be applied to verify claims made by brands about fashion circularity and end-of-life practices. Retailers are offering circularity incentives such as garment repair, take-back schemes, resale platforms, and upcycling opportunities to minimize wastefulness. Traceability and visibility are necessary to ensure these incentives are executed faithfully.
Sustainable fashion is the future, and with the help of new regulations and traceability technologies, fashion brands can provide verifiable information about the sustainability of their clothing and earn the trust of eco-conscious consumers. By closing the transparency gap between claims and reality, the industry can accelerate its shift to truly circular and ethical practices from start to finish.
To tackle this issue, European governments have proposed eco-design rules that promote the use of recycled fibers and fabrics, restrict the use of non-recyclable synthetic materials, and ensure longer durability of clothes. France has already implemented a decree that requires brands to include point-of-sale labeling with detailed and verified information about reparability, recyclability, sustainability, and traceability.
However, implementing these regulations can be a challenge for fashion brands as they often lack visibility into their complex supply chains and sourcing of raw materials. To address this, a combination of physical and digital traceability technologies such as isotope analysis, artificial DNA, and digital blockchain-based tracing can provide comprehensive insight into product provenance and traceability from source to customer.
Using isotope analysis, the geographic origin of cotton and other materials can be detected. Artificial DNA nanoparticles can be used to “tag” raw materials through the supply chain. And blockchain platforms offer decentralized, immutable ledgers to track transparency data and certifications.
Moreover, blockchain-based traceability can also be applied to verify claims made by brands about fashion circularity and end-of-life practices. Retailers are offering circularity incentives such as garment repair, take-back schemes, resale platforms, and upcycling opportunities to minimize wastefulness. Traceability and visibility are necessary to ensure these incentives are executed faithfully.
Sustainable fashion is the future, and with the help of new regulations and traceability technologies, fashion brands can provide verifiable information about the sustainability of their clothing and earn the trust of eco-conscious consumers. By closing the transparency gap between claims and reality, the industry can accelerate its shift to truly circular and ethical practices from start to finish.
