Alyx introduces blockchain tag detailing the origin and authenticity of garments


Streetwear brand Alyx has launched a blockchain project during the Copenhagen Fashion Summit this week, that details the origin of its garments.

Developed in collaboration with Avery Dennison, and powered by EVRYTHNG, the tech is showcased via a smart label featuring a QR code that consumers can scan with their smartphones. They will then have access to all the information about the garment’s journey through the supply chain, as well as its sustainability credentials.

To implement the traceability of goods, Alyx’s tag uses a system powered by Iota, the German blockchain foundation. The system enables a distributed ledger technology that has no centralized authority. It means that a transaction is documented every time a product changes hands, generating a permanent history that’s easily accessible.

The use of blockchain can also help to authenticate products, or identify counterfeit goods, a priority for luxury consumers.

““Blockchain and distributed ledger technology is the future for effective brand protection. By supplying product information, supply chain traceability and transparent dialogue with the consumer, the brand’s authenticity is globally secured,” said Alyx’s designer Matthew Williams.

The new tag is expected to roll out to consumers later in 2019.

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