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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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Editor's pick sustainability

Calvin Klein encourages recycling of packaging with labeling program

Calvin Klein Underwear has partnered with standardized labeling system How2Recycle to provide customers with details on how exactly they can recycle the packaging that items come in.

Labels on each product will provide clear information to shoppers about the components of the packaging, and instructions on whether to consult a local recycling program or use a store drop-off station at a participating retailer in order to save from throwing the wrapping straight into landfill.

“As a global apparel company, we recognize that we have a responsibility to reduce waste, and one key way to do so is by minimizing our packaging and making it recyclable,” said Marissa Pagnani-McGowan, group vice president of corporate responsibility at Calvin Klein’s parent company, PVH Corp. “How2Recycle labels will make it easier for our consumers to understand how to discard unwanted items in the most sustainable way possible.”

Target and Walmart are also working with How2Recycle on similar initiatives. “PVH is blazing the trail by being the first company in the apparel space to commit to featuring accurate, consistent recycling labels on their packaging,” said Caroline Cox, project manager of How2Recycle. “The reach of their iconic brands will empower a new sector of consumers to recycle more, and more accurately.”

The move comes as more brands within the fashion industry are taking sustainability and waste more seriously. Packaging is one major focus as consumers increasingly look to recycle or reuse what their items come in and there’s a greater call for reduction in the amount of materials used. Just this past week, a number of consumer goods companies, including Procter & Gamble and Nestle, teamed up on a new packaging solution called Loop, which is focused on reusable stainless steel.

It also ties to PVH’s broader focus on sustainable packaging. The group has a commitment to reduce the overall amount of packaging used for products and work toward sending zero materials to landfill. Its statement on the matter says that 78 million tons of plastic packaging is currently produced globally each year, yet only 14% is collected for recycling.

How are you thinking about sustainability? We’re all about finding you the perfect partners for your innovation strategy. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.