Evrythng and Re-Fashion are working with UK fashion retailer New Look on the move which aims to encourage consumers to recycle their unwanted clothing, giving their unloved items a second life, and to inspire the fashion industry to make a difference.

The technology works by enabling brands to create a unique digital profile, or digital twin, for every product item via Active Digital Identities in the Evrythng Product Cloud.

Digital identities are critical to collecting and organising product data and serving as the gateway to connect products with people and systems – including blockchains where that data can be recorded immutably – offering huge commercial benefits to businesses.

Digitised products generate and deliver real-time data throughout the product lifecycle, driving greater operational efficiency, better consumer engagement, and higher brand advocacy, Evrythng and Re-Fashion say.

Consumers simply scan the digital identity on the product’s label/tag with their smartphone to receive product information and personalised experiences. Products can be traced from point of origin right through to point of use, or consumption, and on to recycling /recommerce.

“At Evrythng we’re privileged to work with many businesses and brands around the globe addressing environmental issues. This is one such partnership where Re-Fashion encourages people to recycle their unwanted clothing, giving their unloved items a second life by processing a product, listing it, photographing it and ensuring that it’s good enough quality to sell,” says Cyrus Gilbert-Rolfe, CRO for Evrythng. “What’s truly exciting about this union is that we’re already working with New Look, to support their sustainable efforts further. What we need is more brands keeping more garments in the circular economy. That’s good for the brand, it’s good for the consumer and it’s good for the future of the planet.”

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Steve Lyons, director and owner of Re-Fashion, adds: “As this year’s COP26 highlighted, time is not on our side and we all need to act fast in the battle against climate change, as consumers and as businesses. At Re-Fashion we’re passionate about putting a stop to billions of fashion items ending up in landfill every year. We are dedicated to creating fashion circularity and re-use, but needed a way of tracking every item we sell so we could encourage its return. Our partnership with Evrythng is absolutely crucial in helping create a more sustainable fashion industry. By matching our approach with Evrythng’s technology, the recycling method becomes easier to action by creating the digital identities for items either at the point of production or, as they’re processed by our team. We have a truly circular solution for fashion out in the market, as we speak.”

Sue Fairley, head of sustainability at New Look, says: “At New Look we strive to put sustainability at the forefront of what we do – not only responsibly buying and sourcing raw materials but also addressing circularity and ensuring that a product is repurposed and reused as much as it possibly can be.

“We don’t want people to throw away their products, but we know that they get bored with them, which is why circularity is so important for the fashion industry. We can’t continue to deplete the world of its resources and now technology is at a point where we can address those concerns and introduce what we call the ‘kind’ product.”