A perfect hanging Denim cloth in a store seems like magic. But it’s much more than that. Because it has the same story as an apple or a rose which needs many human toils to bloom then poof!
This proofing journey of a denim deal is needed sustainability in terms of transparency about products. So brands and retailers are collaborating their efforts from cotton cultivation to worker welfare by ensuring visibility and tracking of components—including fibers, dye and trims to assist upstream partners in proving provenance and quality.
Because the anatomy of jeans includes numerous components, from the fabric to trim such as thread, zippers, buttons and rivets. And each of these elements comes with its potential reputational risks.
So the customers want to track the journey of denim from the farm to the closet hoping to restore the inherent value by removing the magic with appreciation. And hopefully, build some trust along the way.
Digital traceability is the solution to inform users about the whole action of chains. Its ability, together with transparency, conceptualized as an internal decision and assisted by cross-sector collaboration are found to be necessary to achieve sustainability.
Extensive auditing is necessary to ensure that the information corresponding to the microscopic particles is accurate. Still, this solution depends on the potential to make significant changes in circumstances of greenwashing trends and sustainable products.
For that instance, the Denim Deal is attempting to address the issue by promoting a circular economy in the denim industry to get members from all across the value chain to work towards the use of recycled textiles. Having a new standard of incorporating at least 5% of recycled material into every pair of jeans produced within the Denim Deal’s network.
Traceability also comes into play after the consumer’s purchase. Here traceability is the lodestar of a transparency initiative. It is a way of organizing information of the earthly resources, the vast human effort and ingenuity it takes to create even something so small.
It is estimated that even if only 20% of jeans are made out of recycled cotton, the whole process will save up to 750 liters of water per pair of jeans. So the Denim fashion is facing serious environmental challenges. It is found that 8,000 liters of water are needed to produce a pair of jeans where only 63% of production worldwide ends up being sold. In addition, only .1% of discarded material is reused in high-quality applications.
Certainty about what components are in a pair of jeans allows the garment to be recycled more easily and effectively. As circularity enters the mainstream, there is potential for suppliers to try to pass virgin materials off as recycled inputs. Combatting this, traceability validates that recycled materials are genuine.
Labels can nominate suppliers and then prompt them to avoid chemicals on the restricted substance list and adhere to their corporate social responsibility guidelines.
Last year, Lane Crawford debuted sustainable fashion popping with a social impact initiative to ensure responsible habits. In partnership with blockchain-powered Lablaco, each garment offered a scannable QR code where a fully traceable history – from who previously owned the garment, where it has been worn, the environmental impact of the purchase and a digitized note from the original owner. It comes as more consumers are growing aware of the ecological consequences of fashion.
Dutch Cleantech Company has taken an initiative partnered with The Movement with its blockchain traceability solution app Aware.
Aware’s nanoparticle technology comes into play in proving that the final jeans products are made out of recycled material. More specifically, Aware can trace the origins of the cotton used in production. It claims to be the first technology in the world to trace recycled cotton.
CertainT® platform tags test and tracks raw materials such as cotton and lyocell through each stage of production— from spinning to dyeing, weaving and cut-and-sew assembly. Materials are tagged with a unique molecular tag and products can later be forensically tested using a portable device at the yarn, greige or finished product level to verify their legitimacy.
This added traceability is a valuable advantage for communications of a product with the consumer by touching the lives of many people: those who grow the fiber and produce the yarn, fabrics, trims, and zipper.
Transparency starts with a Fabrication Facts tag. Though some thinkers opine that it’s not good for business to provide so much information to customers but it’s the only way to do good business.