A London fashion designer collaborates with the Blockchain startup Provenance to give much-needed transparency to the consumer in the fashion industry.
Martine Jarlgaard has created a digital token for every item of clothing she designs, which allows for full garment details such as materials provenience, manufacturing history, from before the creation up to the point of sale, to be recorded on the blockchain and made available to the customer as well.
“Technology helps to reconnect people with the places involved; the information we give will increase consumer expectations and in return will put more pressure on the big fashion companies,” she said.
A trial of the scheme was tested at the Copenhagen Fashion Summit as attached to a particular Jarlgaard collection. Consumers were able to scan the QR code (NFC-enabled) on the garment’s label and track the history of the goods by using Provenance’s system.
Jarlgaard’s aim is to rekindle the buyer’s relationship with the clothing goes beyond the basic information provided such as country of origin, ingredients and materials.
In a similar way to how Blockchain is improving transparency and awareness in sustainable businesses that [fair]trade tea and coffee, workers involved in the fashion supply chain stand to benefit from the technology’s immutable characteristics.
“We are looking to create a new protocol and standard for giving consumers confidence in what they’re buying,” London College of Fashion Innovation Agency head Matthew Drinkwater added.
“The fact that this product is Blockchain verified, means it’s a product that they can trust and believe in.”
The initiative is highly applauded as according to recent data, over a third of fashion garments purchased are disposed of within just one year and find their way into landfill sites.
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