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A New Era of Traceability and Data in Fashion

Marie Becker
May 29, 2024

As the fashion industry seeks to transition from a linear to a circular economy, traceability becomes a key focus. Greater transparency is key for implementing sustainability initiatives!

Within a rapidly evolving landscape of sustainable and circular fashion, the Digital Product Passport (DPP) is fundamental. The DPP aims to collect in-depth data on a product and its supply chain, thereby increasing transparency and traceability throughout the entire value chain.

It is a system and tool that enables stakeholders to share product information, and it will be required for all textile products sold in the European Union between 2026 and 2030. The DPP provides customers with a comprehensive view of a product's lifecycle, allowing them to compare environmental impacts, assess durability and repairability, and make more sustainable choices.

DPPs have become a top priority for fashion brands, forming the cornerstone of a sweeping global legislative agenda. This initiative is a key element of the Eco-design for Sustainable Products Regulation (ESPR) and is in line with the Circular Economy Action Plan (CEAP).

The tool aims to impact the fashion industry in three key dimensions.

1. The DPP strives to enhance environmental sustainability by declaring aspects related to the product's environmental impact.

2. The DPP promotes circularity by considering durability, repairability, and the extension of the product's lifespan.

3. The DPP facilitates legislative compliance by addressing several regulatory requirements, becoming a cornerstone in fulfilling the European Green Deal.


Digital Product Passports provide a wealth of information, including:

• Material Content and Origin: Detailing the materials used in production and their sources, including the rate of recycled materials.

• Production Data: Offering insights into the manufacturing process, including chemicals, dyes, and other treatments used.

• Environmental Impact: Providing metrics such as carbon footprint and water usage.

• Supply Chain Mapping: Sharing information on suppliers, manufacturers and recyclers, leading to a transparent, traceable value chain.


DPPs may also be referred to as 'Digital IDs' or 'data carriers.' However, Digital IDs, while similar to DPPs, serve a unique purpose in providing specific identification for individual elements in the supply chain. Each Digital ID is a unique identifier, typically linked to a QR code. The QR code should be sewn into the product in a visible way and serve as a tangible link to its environmental profile.

The effort to install a Digital ID not only ensures compliance with regulations, but also enables brands to gain consumer trust in their products and brand. Providing transparent information empowers consumers to make informed decisions that align with a brand’s sustainability objectives.

MĀDI's Innovative Use of Digital IDs

MĀDI leverages Digital IDs to create a tracking system for individual garment styles. By assigning a unique ID to each item and linking it to a QR code, MĀDI can gather and share a wealth of data, providing stakeholders with insights into the product lifecycle and performance. As such, MĀDI can integrate with a DPP or be the DPP provider.

Here's how MĀDI leverages Digital IDs:

Comprehensive Material and Traceability Data: Detailed information on materials, origin, suppliers, production processes, and environmental impact can be integrated on MĀDI’s platform. This platform is accessible to consumers and stakeholders through QR codes on garment tags.

Enabling Circularity: MĀDI's Digital IDs facilitate a circular economy by providing guidance on repairs and responsible recycling. By offering resale partners and buyers full product information, we ensure that products can be authentically verified and properly managed at the end of their lifecycle.

Product Performance Insights: By tracking product utilization, repairs, resale, and consumer preferences, MĀDI gains valuable insights into how customers interact with their products. This information helps brands improve product design, durability, and sustainability. With insights on how garments are used, cared for and what are their most recurrent repairs, brands will gain revolutionary knowledge to better eco-design their products. 

MĀDI’s use of the digital ID helps brands to comply with regulations regarding transparency, by integrating their supply chain mapping with material information onto the platform.

MĀDI also helps brands enhance their sustainability initiatives by providing customers with circular options for care, repair, and recycling. This builds brand loyalty as consumers have more points of interaction after having bought a garment. MĀDI's digital ID offers an engaging experience, motivating consumers to adopt sustainable behavior.

Additionally, the digital ID facilitates the collection of product performance data. By providing consumers with a tool not only to access information but also to input their own product usage data, brands can observe how products are worn, the frequency of use, and the care they receive. Insights from product performance data enable brands to redesign and source materials differently, ensuring prolonged use and recyclability. We believe that brands need a better understanding of their products' post-consumer journey to effectively implement changes that promote product longevity and durability.

The Digital Product Passport legislation will transform the fashion industry by providing unprecedented levels of traceability and transparency. MĀDI aims to be at the forefront of this change, leveraging Digital IDs to create a more sustainable and customer-focused approach to garment longevity. As the industry moves towards a circular economy, Digital Product Passports and Digital IDs will play a crucial role in shaping a more responsible and environmentally conscious future for fashion.

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