A new scientific study and Life Cycle Assessment has revealed that 50-80% of energy use attributed to a piece of clothing occurs in the customer use phase due to the energy required for frequent laundering. This is especially important given that the garment use phase is a hotspot for creating a negative environmental effect. “We are able to layer on information about resale and recycling as we move forward on our own circularity journey.” adds Srivastava from PANGAIA. This can enhance the wearers level of understanding about the impact of a garment. These digital passports have the capacity to update in real-time as impact reporting evolves on a garment’s carbon and water footprint. In an industry where the relationship between brands and customers has ended at point of sale, with connected products - it is now only the beginning.” EON CEO and Founder Natasha Franck notes that “Connected clothing is redefining customer relationships from transactional to transformational across fashion retail. The sustainability advantages of the digital IDs can help mitigate fashion’s seismic waste challenges, improve garment provenance throughout supply chains and enhance operational efficiencies. The QR code and cloud hosted digital twin, a replica of objects in the physical world, shares real time data on the product’s material contents in addition to facility details on dyeing, production and distribution. “Our goal is to empower our customers to make the best possible choices in a fun and engaging way.” says Maria Srivastava, Chief Impact and Communications Officer at PANGAIA. Launched on May 13 of this year, the PANGAIA Horizon capsule collection features the use of digital passports printed on to care labels that share product specific level data at a mere click away. PANGAIA label with EON QR code Credit: PANGAIA The fashion industry’s latest visionary partnership between EON, a product cloud platform and materials science and apparel company PANGAIA marks a significant turning point for what is now expected on labels. Customers are demanding more information on ethics too and technological innovations are a critical enabler for doing so. Digital passports drive transparency and circularityĬarbon isn’t the only sustainability indicator to be considered across the value chain of a product. What’s more – results from a recent study suggest that over 60% of consumers attach value to brands who are able to be transparent about their operations, celebrating progress over perfection. A recent survey commissioned by the Carbon Trust revealed there is much value in doing so, where 64% of 10,000 consumers surveyed across countries such as UK, France, Italy and Spain would be more likely to think positively about a brand that could demonstrate it had lowered the carbon footprint of its products. Disclosing the carbon impact of a product does by no means compromise on a brand’s popularity or intangible assets.
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