EVRYTHNG, the Product Cloud® managing digital identities for the world’s consumer products, has partnered with Re-Fashion, the second-hand clothing website, to cultivate an essential circular solution across the fashion industry. With the UK alone throwing away over 350,000 tonnes of good quality clothes a year, the two organisations have united to not only encourage consumers to recycle their unwanted clothing, giving their unloved items a second life, but also provide fashion providers with the ability to make their sustainable policies a reality.
“As this year’s COP26 highlighted, time is not on our side and we all need to act fast in the battle against climate change, as consumers and as businesses. At Re-Fashion we’re passionate about putting a stop to billions of fashion items ending up in landfill every year,” said Steve Lyons, director and owner, Re-Fashion. “We are dedicated to creating fashion circularity and re-use, but needed a way of tracking every item we sell so we could encourage its return. Our partnership with EVRYTHNG is absolutely crucial in helping create a more sustainable fashion industry. By matching our approach with EVRYTHNG’s technology, the recycling method becomes easier to action by creating the digital identities for items either at the point of production or, as they’re processed by our team. We have a truly circular solution for fashion out in the market, as we speak.”
“At EVRYTHNG we’re privileged to work with many businesses and brands around the globe addressing environmental issues. This is one such partnership where Re-Fashion encourages people to recycle their unwanted clothing, giving their unloved items a second life by processing a product, listing it, photographing it and ensuring that it’s good enough quality to sell.” commented Cyrus Gilbert-Rolfe, CRO, EVRYTHNG. “What’s truly exciting about this union is that we’re already working with the leading fashion brand, New Look, to support their sustainable efforts further. What we need is more brands keeping more garments in the circular economy. That’s good for the brand, it’s good for the consumer and it’s good for the future of the planet.”
Formed to challenge traditional thinking, the partnership’s goal is to inspire the fashion industry to make a difference. Re-Fashion has already begun work with New Look, a leading fashion brand founded back in 1969 that now ships to around 66 countries worldwide. As Sue Fairley, head of sustainability, New Look, explains, “At New Look we strive to put sustainability at the forefront of what we do – not only responsibly buying and sourcing raw materials but also addressing circularity and ensuring that a product is repurposed and reused as much as it possibly can be.”
“We don’t want people to throw away their products, but we know that they get bored with them, which is why circularity is so important for the fashion industry. We can’t continue to deplete the world of its resources and now technology is at a point where we can address those concerns and introduce what we call the ‘kind’ product.”
New Look is, unquestionably, becoming a leader in sustainable fashion retailing. When I look in their shops, I can see the sustainable thread all the way through their business. The effort they’re putting into driving circularity in fashion suggests they are fully committed, and it’s time for us, as consumers and businesses, to get behind this effort. We encourage all retailers and brands to explore the opportunity this affords,” concluded Lyons.
How it works
Authenticity and sustainability are absolutely key in the minds of today’s consumer. Digital identities are critical to collecting and organising product data and serving as the gateway to connect products with people and systems – including blockchains where that data can be recorded immutably – offering huge commercial benefits to businesses.
Active Digital Identities™ in the EVRYTHNG Product Cloud® enable brands to create a unique digital profile, or digital twin, for every product item. It tells consumers its story with a digital experience unique to the consumer using technology and data to guarantee it is exactly what it says it is, and connecting the consumer to the item and the brand in a way that has never been possible before.
Digitized products generate and deliver real-time data throughout the product lifecycle, driving greater operational efficiency, better consumer engagement and higher brand advocacy. Consumers simply scan the digital identity on the product’s label/tag with their smartphone to receive valuable product information and personalized experiences. Products can be traced from point of origin right through to point of use, or consumption, and on to recycling /recommerce.
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