Avery Dennison, a global leader in materials science and digital identification solutions, has partnered with Swijin, a Swiss-based sustainable performance wear brand, to integrate its Digital Care Labels into the latter’s high-performance garments. This collaboration aims to enhance transparency and promote sustainability in the fashion industry.

The Swim Runner collection by Swijin features three garments: the Swim Runner Bra, Sports Brief, and Biker Shorts. Each garment in the collection is equipped with a scannable QR code on the heat transfer care labels, powered by atma.io, Avery Dennison‘s connected product cloud. By scanning the QR code with a smartphone, consumers can access information on material composition, care instructions, and the garment’s sustainability story.

The introduction of Avery Dennison’s Digital Care Labels aligns with upcoming legislation changes, such as the Ecodesign for Sustainable Products Regulation, which may mandate Digital Product Passports as early as 2024. These passports aim to boost supply chain transparency and support brands in achieving their environmental goals. The Digital Care Labels provide a digital solution for brands to comply with these regulations and communicate essential information to consumers.

Michael Colarossi, vice president, of innovation, product line management and sustainability and apparel solutions at Avery Dennison said: “This new partnership is further evidence of the vital need for digital technology across the apparel industry. Not only do the Digital Care Labels provide consumers with essential information such as data and end-to-end solutions about Swijin’s garments, but they also provide a range of post-use options unlocking the potential of a more circular economy.”

The partnership with a Swiss molecular recycler enables Swijin to extract valuable raw materials by separating mixed fibres. Avery Dennison’s Digital Care Labels play a vital role in supporting commercial textile recyclers by providing accurate composition information for proper recycling.

Claudia Glass, the co-founder of Swijin, acknowledges the significance of building trust with customers and sees Avery Dennison’s Digital Care Labels as a means to educate and engage consumers. She added: “We unveil every detail of our European supply chain, and provide instructions to extend the lifespan of the product, including education around details such as our cradle-to-cradle packaging.”

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Tackling textile waste crisis through Texaid collaboration

In addition to the partnership with Swijin, Avery Dennison has also collaborated with Texaid, a European company specialising in textile collection, sorting, repair, resale, and recycling. The collaboration focuses on addressing textile waste management challenges and leveraging digital identification technologies to improve the textile sorting process. Digital identifiers, tracked through Avery Dennison’s connected product cloud platform, will facilitate the sorting of garments into appropriate resale or recycling streams.

Colarossi highlighted the need for turning textile waste into value at scale and stated that this technology-driven approach can enable textile recycling while reducing processing time, costs, and increasing capacity.

Martin Böschen, CEO of Texaid added to this and said: “Existing textile recycling facilities will be woefully inadequate if they remain small scale. We are showing today how technology can scale up processing so that we can generate the volumes of high-quality feedstock the industry is going to need.”

Avery Dennison’s partnerships with Swijin and Texaid demonstrate the company’s commitment to providing comprehensive solutions for the fashion industry. By combining physical triggers with digital experiences, data management, and applications, Avery Dennison aims to drive sustainability, reduce the fashion industry’s carbon footprint, and address textile waste management challenges.

Avery Dennison added Lion Brothers to its European portfolio a month after entering a final agreement and announced Deon Stander as CEO of the company.