In the fashion industry, as the shopper’s demand for accountability is increasing, traceability technology is having an undeniable moment. The consumers are now asking for the receipts and it’s not enough for labels to just say that they’re sustainable.
The Los Angeles-based label Reformation is building its business around the concept of waste reduction and promoting conscious consumption. It was first done through the use of deadstock fabrics, then through myriad material innovations and later revisions to its globalized supply chain.
Now the brand is upgrading its denim selection with a new collection featuring FibreTrace. This is a technology that embeds traceable, scannable pigments directly into the fabric of its jeans. The shoppers can track a garment’s entire lifecycle along with each audit starting from the cotton farm, to production, to the finishing stages which are securely recorded on the virtual blockchain, just with a simple swipe on their smartphones.
Reformation said that the project was born of a desire to provide more visibility into its supply chain with a special focus on its rigorously maintained fiber and production standards. It is the first time for a US-based company to adopt FibreTrace, which will be used on fabric made with Good Earth Cotton from the world’s first climate-positive farm in Australia. The company said that the farm facilitates a net reduction in carbon emissions, as the farm’s operations absorb more carbon than is released into the atmosphere.
Reformation’s chief sustainability officer and vice president of operations, Kathleen Talbot said that it’s their inaugural use of traceability technology and the first time it will be available to consumers globally, hence they are excited about the launch of the Reformation x FibreTrace denim collection. Talbot called the tech “a unique solution for extending a level of deep and powerful visibility into how our products are made.” Talbot said that Reformation is already looking to incorporate this technology into other fabrics and future collections.
This technology is applicable to both man-made and natural fibers and stands up to wear and tear as well as recycling. Each denim product made using FibreTrace is tagged with a scannable QR code which will allow the consumers to access the denim’s purity with their fingertips. Talbot said that consumers can view the denim’s entire lifecycle starting from fiber to the final garment by using the QR code. The digital ledges tract right down to the farms from where the cotton bales were harvested.
Danielle Stratham the founder of FibreTrace said that the system has useful applications for both the consumers and brands. She said that the system acts as a verifier of the digital chain of custody for brands and ensures that they can communicate with the customers with confidence. On the other hand, Fibretrace provides true insight into the journey and the environmental impact of their products for the customers.
She added that the brands and their supply chain to be connected in real-time with a live connection through the Fibretrace system to reuse and recycle, creating irrefutable storytelling for consumers.
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