Digital triggers can authenticate fashion brands' circularity efforts

Digital triggers can authenticate fashion brands’ circularity efforts

Digital triggers such as labels, tags and embellishments on garments show consumers that a fashion brand has a deeper commitment to scalable, future-fit and properly managed circularity, writes Jake Hanover, director of digital and apparel solutions at Avery Dennison.

Digital triggers will authenticate circularity – but we need to start now, says Avery Dennison’s Jake Hanover. Credit: Avery Dennison.

Circularity in fashion is urgently needed as the climate crisis unfolds. Regardless of where you stand on the climate issue, we all can agree that apparel production and consumer use generates a lot of waste. One problem brands face today is that their attempts to launch circular models such as resale platforms, are often met with cynicism and accusations of greenwashing. The Pretty Little Thing (PLT) Marketplace platform was slated as ‘ridiculous’ in a recent article of The Big Issue, for example.

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