In the latest tech-apparel crossover, Avery Dennison partners with a Swiss-based sustainable performance wear brand on a digital apparel labeling endeavor. Products in Swijin’s SwimRunner collection feature Avery Dennison’s Digital Care Labels, powered by atma.io connected product cloud.
The SwimRunner Bra, Sports Brief, and Biker Shorts feature a scannable QR code on a heat transfer care label. The collection showcases how digital labels can help with garment transparency and extend its lifecycle.
Labeling legislation
A press release notes current legislation requires all garments sold to have a “physical care and content label” detailing wash instructions and material details. The label provides the information digitally and aids brands in preparation for future legislation updates.
“The Ecodesign for Sustainable Products Regulation will mandate Digital Product Passports, possibly as soon as 2024, while in the U.S., the AAFA is advocating toward the U.S. Congress for digital labeling of apparel,” states the release. “Both legislations are to boost supply chain transparency and help brands meet environmental goals. It’s likely that compliance with these new laws will only be possible with digital ID technology embedded in garments, such as the Digital Care Labels Avery Dennison is supplying Swijin.”
Scanning the QR code takes the consumer to a custom-built site to learn about the garment’s history, sustainability, care instructions, and what to do with the product at the end of its lifecycle.
Swijin focuses on making products with repair, resale, and recycling in mind. The digital labels allow it to convey product specs and ways to recycle garments. The brand partnered with a Swiss recycler that separates mixed fibers and extracts the reusable raw materials.
Future of apparel labeling
According to Avery, its Digital Care Label will give commercial textile recyclers the composition information they need to recycle garments properly. The labels link to atma.io, Avery’s connected product cloud, which helps brands like Swijin communicate with consumers and recyclers alike — providing a level of visibility and transparency needed in supply chains.
“This new partnership is further evidence of the vital need for digital technology across the apparel industry,” says Michael Colarossi, vice president of innovation, product line management, and sustainability, Apparel Solutions, Avery Dennison. “Not only do the Digital Care Labels provide consumers with essential information such as data and end-to-end solutions about Swijin’s garments, but they also provide a range of post-use options unlocking the potential of a more circular economy.”
He argues that the union of tech and sustainability will change the fashion narrative. With its solution, he hopes other brands will be inspired to implement digital labeling to reduce the fashion industry’s carbon footprint and get a handle on textile waste.
The news comes just a few months after Avery Dennison expanded its solutions in the apparel space with the acquisition of Thermopatch.