New blockchain hub tackles apparel authenticity - Just Style
Join Our Newsletter - Get important industry news and analysis sent to your inbox – sign up to our e-Newsletter here

New blockchain hub tackles apparel authenticity

By Michelle Russell 17 Jun 2020

Apparel brands may now be able to deliver digital proof of authenticity and end-to-end traceability of every product’s journey thanks to a new partnership between independent consortium Arianee and technology firm Evrythng.

Together the companies say they will bring an “unprecedented layer” of verifiable ownership, authenticity, and connected services to protect product owners in the fight against counterfeits.

Evrythng is a product cloud managing digital identities for the world’s consumer products, while Arianee is a blockchain-based digital identity standard for all valuable goods.

“As the premium apparel and luxury resale markets continue to grow and counterfeit culture persists, the ability to verify quickly and easily that a product is authentic is becoming a necessity for any premium brand,” says Niall Murphy, CEO and co-founder of Evrythng. “To date, the lack of item-level traceability of products through the supply chain has posed a serious challenge. Our partnership with Arianee changes this paradigm giving brands and their customers a quick and easy way to verify that a product is authentic with a globally scalable traceability solution.”

Luxury brands lost US$30.3bn worth of sales to counterfeits online alone, according to the 2018 Global Brand Counterfeiting Report. By combining the immutability of the blockchain with product digitisation, apparel and luxury brands ensure the authenticity of their products and fight counterfeits head-on, the companies say. Working together, they aim to give apparel and luxury brands a reliable solution to track and authenticate products at scale.

“Trust and transparency are critical for the owner of an apparel or luxury item, wherever the product is purchased, and no matter how many lives it has had,” adds Pierre Nicolas Hurstel, CEO and founder of Arianee. “Our partnership with Evrythng offers an opportunity to use a robust track and trace solution and pair it with our blockchain-based digital passports. By combining product digitisation with blockchain technology, brands achieve end-to-end visibility into every product’s journey while forging a direct and respectful link with consumers through virtual certificates of authenticity.”

Evrythng customers in the apparel and luxury markets can now create Arianee certificates to register each product as it is manufactured. Brands benefit from end-to-end visibility into every product’s journey, supply chain traceability to protect brand integrity and verify the authenticity, and product digitisation at scale with GS1 Digital Link.

“Our collaboration with Arianee adds a new level of supply chain traceability to the apparel and luxury markets,” says Dominique Guinard, CTO and co-founder of Evrythng. “By giving every product a unique Evrythng Active Digital Identity (ADI) connected to the Arianee blockchain, we allow brands to transfer identification to new product owners with quick and easy verification of authenticity. This is particularly critical as it applies to the resale market which is long associated with tarnishing the integrity of a brand.”

The Evrythng Blockchain Integration Hub helps brands assess which blockchain solutions and capabilities are most appropriate for their business and then rapidly deploy. Consumer product brands can experiment with the features of individual blockchains without risk, allowing them focus on the business benefits rather than the complexity of the technology.

The Hub integrations include some of what are said to be the most recognised blockchains in the world including, IOTA, OriginTrail, Tierion, BLOCKv, Bitcoin, and Ethereum.