As consumer demand for transparency increases and regulatory pressures mount, fashion brands are increasingly turning to Digital Product Passports (DPPs) to achieve the level of traceability and sustainability expected from modern supply chains. The European Union's forthcoming requirement for all garments to feature DPPs by 2030 is making these digital tools a business imperative. Early adopters like British womenswear brand Nobody’s Child are already reaping the benefits of DPPs, showcasing how this shift can both elevate transparency and streamline operations.
What Are Digital Product Passports?
Digital Product Passports (DPPs) are essentially scannable digital records that provide detailed information about the lifecycle of a product, from its raw materials to its final manufacturing process. For fashion brands, this means embedding detailed product data in a digital format that customers can easily access. The information included in a DPP can cover everything from carbon footprint, water usage, materials sourcing, to repair options.
With the EU's upcoming regulations set to mandate these passports by 2030, brands like Nobody's Child are embracing DPPs ahead of the curve, not just as a compliance measure, but as a tool for improving transparency and sustainability across their supply chains.
Challenges of Implementing DPPs
One of the biggest hurdles brands face when implementing DPPs is the need for an enormous amount of data. Each product requires approximately 110 data points to ensure full traceability. This includes everything from fiber origins to energy sources used during production. Historically, fashion supply chains have been opaque, and many suppliers have never been asked to share this level of detail before.
Jody Plows, CEO of Nobody’s Child, explains how the process of onboarding suppliers and integrating such a vast amount of data into existing supply chain processes has been a massive challenge. "It's been like air traffic control at times," says Plows. Despite these difficulties, the brand's phased approach — starting with denim and expanding to other categories — has allowed them to refine the process and iron out challenges as they progress.
The Role of DPPs in Sustainability
DPPs aren’t just a way for consumers to access data — they’re also a crucial tool for improving sustainability. With this detailed traceability, brands can assess the sustainability of their supply chains, uncover inefficiencies, and identify risks. For example, Nobody’s Child has been able to determine which suppliers are using renewable energy, which in turn allows the brand to set more ambitious sustainability targets.
The transparency provided by DPPs also allows fashion brands to link customers to resale and rental services, promoting circularity. This is particularly important as consumers become more environmentally conscious and demand greater insight into the impact of their purchases.
The Customer Benefits of DPPs
For consumers, DPPs offer a transparent look at a product’s origins and environmental footprint. With a simple scan of a QR code, customers can access data about the garment’s carbon footprint, water usage, and even how to care for and repair the product. This level of transparency is increasingly important to customers, as surveys run by Nobody’s Child indicate a growing demand for information about the sustainability and ethical practices behind the products they buy.
As consumers increasingly demand sustainability, DPPs enable brands to meet these expectations. This is particularly important as content about how products are made is gaining traction on social media, further fueling the desire for brands to be more transparent about their supply chains.
Third-Party Retailers and DPPs
Third-party retailers like Marks & Spencer are starting to embrace DPPs. If a customer buys a Nobody’s Child product at Marks & Spencer and scans the QR code, they’ll be directed to the brand’s website to view the DPP. However, sharing this data directly with retailers is still a work in progress. As more brands and retailers align on DPP standards, the sharing of this raw data may expand.
Why Adopt DPPs Now?
With EU regulations requiring DPPs by 2030, companies are recognizing that early adoption offers a competitive advantage. Jody Plows explains that by starting now, Nobody’s Child is not only preparing for compliance but also positioning itself for long-term growth. “If we tried to implement this retroactively in five years, it would be much harder,” says Plows. DPPs are not just about meeting regulations; they are tools that can improve sustainability, traceability, and even internal efficiency.
Advice for Other Brands
For other brands looking to implement DPPs, Plows offers several pieces of advice:
Start with supplier onboarding and ensure that suppliers understand the importance of data sharing.
Test in phases to troubleshoot before scaling the process.
Invest in the right technology partners to ensure smooth data integration.
Think beyond compliance — DPPs are tools to improve sustainability and transparency.
Conclusion
Digital Product Passports are transforming the fashion industry, enabling brands to meet consumer demand for transparency while also complying with upcoming EU regulations. By embracing DPPs early, brands like Nobody’s Child are not only staying ahead of the curve but also setting themselves up for long-term growth. DPPs are the future of fashion, offering a unique opportunity for companies to improve supply chain transparency, drive sustainability, and foster circularity.