Nobody’s Child aims to empower customers to make more informed and conscious choices by implementing DPPs into its products. The British brand’s line will be available on in M&S, Asos and John Lewis.
This new technology, which was developed in collaboration with tech company Fabacus, aligns with forthcoming EU product transparency regulations and ensures comprehensive documentation of key product information through the use of advanced Xelacore technology.
Accessible through a simple smartphone scan, each QR code offers detailed insights into each product's creation process. Customers will gain access to a comprehensive map of the supply chain, spanning from the initial processing of raw materials to yarn and fabric mills, concluding with the final product assembly at garment factories.
Nobody’s Child is further encouraging consumers to trace their garments through incentivised gifts, and a unique non-fungible token (NFT) via a collaboration with Coinbase, a cryptocurrency exchange platform.
The Coinbase partnership enables Nobody’s Child to connect to their customers using Web3 technology, and users will be able to store the Nobody’s Child DPPs NFT within a Coinbase digital wallet.
Jody Plows, CEO of Nobody’s Child, expressed her satisfaction with the launch, stating, “Our collaboration with Fabacus and Coinbase marks a significant step forward in our journey toward full traceability and transparency. We understand that our Nobody’s Child customers are interested in making environmentally conscious choices, and the introduction of DPPs is another step toward providing our community with honest and transparent information.”
Richard Price, managing director of clothing & home, M&S said: “Digital product passports are the future, and we welcome the opportunity for customers to engage with the unique Nobody’s Child QR codes in our selected stores.”
Data that Nobody’s Child DPPs offers customers
Scanning the DPPs takes customers to a landing page that provides information beyond product details. It includes data on:
- Carbon footprint of products throughout its lifecycle
- Taking account of raw materials
- Manufacturing
- Logistics
- Packaging
- Product care
- End-use
Additionally, the page offers valuable product care advice to help customers extend the lifespan of their garments, along with links to circular service partners for repairs, alterations, rentals, and pre-loved items.
Fabacus founder and CEO, Andrew Xeni shared: “Our mission is simple, to close the gap between brands and their customers, whilst future-proofing against regulation, and growing value for both.”
Peter Stilwell, head of business development for EMEA, Coinbase added: “The advantages of blockchain technologies permeate into all aspects of our lives. Today, our partnership with Nobody’s Child will leverage both our NFT and Wallet technologies to forever change the way brands interact with their customers.
This new technology will make its debut with the Nobody’s Child x Happy Place Collection, featuring Fearne Cotton, set to launch on 6 September.
