Apparel labelling and RFID specialist Avery Dennison has teamed up with software provider Evrythng to launch a ‘track to rack’ blockchain technology solution aimed at meeting the demand for greater transparency and traceability in the apparel industry.

The launch, in partnership with Matthew Williams’s fashion label 1017 ALYX 9SM, allows brands to connect with customers directly via a QR code on the label.

It is designed to meet the demand for transparency at a time where concerns over sustainable and ethically-sourced fashion, alongside clothing provenance, are on the rise.

By scanning a label with their smartphone, consumers can view the garment’s “journey” and track it back from creation to the rack and point of sale. They can also confirm the authenticity of the product, along with its sustainability credentials.

Brands will have full visibility of their product throughout the supply chain, giving them access to data and statistics, via Evrythng Blockchain Integration Hub partner IOTA’s distributed ledger, across different sales channels and consumer preferences in real time.

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“Our innovative solution combines our Janela platform with a new blockchain layer, providing consumers and brands with fundamental uncompromisable data. Brands and consumers can know that the information they are being shown about the garment’s creation process is 100% accurate and can be trusted implicitly. This is a watershed moment for improving brand transparency and trust.”

Williams added: “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.”