Nobody’s Child launches digital product passport
Responsible fashion brand Nobody’s Child is adding a digital product passport to items in its clothing collections.
Launching today with the Happy Place by Fearne Cotton collection, the initiative will aim to provide customers with transparent and engaging ways to track the journey of their clothing, from design to production.
By scanning a QR code on the care label, customers can access information on the materials used, the manufacturing process and the environmental impact of their purchase. Links to circular services such as repair and rental are also included.
In addition, scanning the QR code will enable customers to sign up to receive exclusive gifts including a unique non-fungible token. This acts as a digital receipt that can be stored in a Coinbase digital wallet,
Nobody’s Child is planning to start a rollout of digital product passports, which are powered by retail technology company Fabacus, across its core collection from AW24. The move will help the brand to achieve its ambition of becoming fully traceable and transparent,
Jody Plows, chief executive of Nobody’s Child, explained: “We’re delighted to introduce the second edition of our digital product passport pilot.
“At Nobody’s Child we believe in transparency and accountability, and our digital product passport embodies these values.
“By empowering our customers with knowledge about the origins of their clothing, we hope to foster a deeper connection with the products they love and encourage more conscious consumption.”
