Digital product passports (DPPs) stand as a promising tool in the fashion industry's demand for sustainability, circularity, and ethical production. As start-ups and businesses increasingly tap into DPP technology, an important question arises: Who is truly developing and offering the best possible solution when it comes to DPPs? And are they delivering on their promise?
The unlimited potential of DPPs is undeniable. Beyond tracking a product's journey from raw material to end-of-life, the accuracy and transparency are game-changing. Further vital data on environmental impact, accurate reading of carbon emission and footprint, labour conditions, material composition and post-purchase activities is a structure we have never had before. As more companies are becoming aware and learning about DPPs, it's important to ask: Are the promised implementations living up to the transformative vision behind the technology? Are brands/enterprises ready to fully embrace the potential for genuine change, or is there a gap between aspirations and reality?
While many companies and solutions platforms tout their DPP initiatives, a closer look reveals a mixed picture. Some implementations offer limited information, focusing on feel-good statistics whilst glossing over more challenging aspects of production. Some downplay the risk factors associated with DPPs. This selective approach raises concerns about the true challenges which are yet to be seen.
Moreover, the lack of standardisation in DPP implementation means that the best outcome of DPPs is already compromised. This fragmentation not only confuses clients but can also limit the potential for industry-wide improvements. Are we developing our DPPs with a vision of collaborativeness and industry-wide transformation, or is it a low-barrier entry to an upcoming trend?
Stakeholders are becoming increasingly aware of their expectations. With so many offerings and variations, it may be a question of "who is answering the problem?" And this stretches beyond authentication or the 'tick-box' exercise of compliance.
This means DPPs can provide:
- Decentralisation;
- A high degree of interoperability between computers and systems;
- The ability of economic operators to assimilate DPPs into their existing IT systems.
In other words, implementing DPPs in the most efficient and frictionless manner so as to not disrupt the day-to-day operations of the businesses.
Perhaps the most significant challenge in the current DPP landscape is the question of ongoing incentivisation. A truly transformative brand should also be incentivising all stakeholders on the endless possibilities of DPPs to actively drive improvements in the industry:
- Some brands and businesses find it to be a cost burden. It does not have to be.
- Some consumers find it to be an overload of data/information. It does not have to be.
- Some naysayers find the technology replaces jobs and pushes the middleman out. It does not have to.
Digital Product Passports go beyond data disclosure. It's about providing context, acknowledging challenges, and demonstrating genuine commitment to improvement. Many current DPPs should be careful not to fall short in this regard, offering selective information that paints an overly rosy picture.
The industry needs to embrace a holistic approach to transparency. This means being open about struggles and setbacks, not just successes. It means providing information that might be uncomfortable but is necessary for real change. Which companies are brave enough to embrace this level of transparency in their DPP implementations?
The fashion industry is no stranger to grand gestures and glossy presentations. However, the challenges we face—from climate change to worker exploitation—demand more than slick marketing campaigns or one-off sustainability events.
What's needed is sustained, systemic change. DPPs have the potential to be a powerful tool in this transformation, but only if they're implemented with genuine commitment and a willingness to confront uncomfortable truths. Are brands using DPPs as an avenue for change, or are they merely a new form of corporate PR?
Looking into the future of DPPs in the fashion industry, it's clear that there's room for improvement. The technology offers immense potential, but realising that potential requires a commitment to comprehensive, dynamic, and incentive-driven implementations.
This vision is within reach, but achieving it requires more than just adopting the technology. It demands a fundamental shift in how we approach transparency, sustainability, and ethical production in the fashion industry.
The question now is: who will step up to this challenge? Who will push beyond the current limitations of DPPs to create truly transformative solutions?
The industry is waiting for pioneers who can turn the promise of DPPs into a reality that drives genuine, lasting change.
