Avery Dennison partners with UpWest and ReCircled to launch Digital Care Label

Global materials science company, Avery Dennison, has partnered with lifestyle brand UpWest, and ReCircled, an apparel and footwear recycling and reuse-focused organization, to show how their Digital Care Label solution can be utilized in an upcycling setting.

To transmit product information such as washing instructions and material composition, all clothes sold must include a physical care and content label. The Digital Care Label from Avery Dennison digitizes this information to give consumers a sustainability story about a garment’s origins and disposal options.

UpWest began looking at how upcycling may help it extend the life of its products, notably its sweater inventory. A collection of upcycled chenille goods – winter blankets, dog sweaters, and mittens – was produced in collaboration with ReCircled’s team of re-Imagineers and will be launched online in October.

The digital triggers and data communication required to complete the circularity loop was provided by Avery Dennison.

Avery Dennison’s digital hang tags can be used to scan the QR code at the time of purchase, and the Digital Care Label can be used afterward. The QR code on these tags and labels can be scanned to learn more about the item, receive garment care instructions, and communicate with the UpWest brand.

Many consumers are currently removing the physical care label from a garment, while companies are underutilizing it. This increases the likelihood that the garment will be discarded rather than resold, repurposed, or recycled. Avery Dennison, on the other hand, claims that its new Digital Care Label will assist progress the circular economy since recyclers and upcycles will be able to trust the composition, and resellers will be able to verify authenticity.

Sarah Swenson, global senior sustainability manager at Avery Dennison RBIS, said that this pilot gives a terrific platform for consumers to engage with these comfort-focused lines. UpWest and ReCircled have crafted an intriguing narrative that will encourage customers to make environmentally conscious decisions.

Rob Smith, director of production and sourcing at UpWest, said that they wanted to integrate both upcycling and innovative ways to communicate with their consumers. Avery Dennison offers a comprehensive solution that allows them to attract customer interest and is a game-changer in terms of providing them with a new way to share their story and their purpose.

Ambercycle, Avery Dennison’s first Digital Care Label partner, is an end-of-life textile recycler that makes clothing out of polyester that would otherwise go to waste. Ambercycle’s clothing was given intelligent care labels with a QR code that led to an app as part of the collaboration.