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Digital care label to give consumers a fully traceable experience

Avery Dennison has announced a partnership with Los Angeles-based Ambersillie to launch its digital care label solution with the aim of accelerating notifications after clothing.

Digital Care Labeling Solutions from Avery Dennison includes a physical care label with a QR code that links to an app to give consumers a fully traceable and digital experience.

The app is powered by Avery Dennison’s data platform. The app contains detailed discussions on the production and maintenance of clothing.

These intelligent care labels can serve as digital passports by providing details about the clothing and the materials it contains.

At the same time the brands provide a ‘digital launching point’ to enhance their relationships with their customers, Avery Dennison explained in a press release.

Figure 1: The intelligent care labels can serve as digital passports by providing details about the clothing and the materials it contains.

Avery Dennison Sarah Swanson, Global Senior Sustainability Manager at RBIS, said in a statement: “These labels are an exciting development, as consumers can discover the story of their clothing, see how it was made and understand the environmental benefits from their choice. When consumers no longer need the item, they can scan the QR code to see what is needed to properly dispose of the garment.

“In this case, if they send the garment back to Ambersili, it will be re-run and turned into a new textile. Brands can both benefit from deeper data access in terms of consumer engagement and understand exactly how many items remain in the informed economy. ”

By law, all clothing on sale must have a physical care and material label for contact information regarding product information, such as washing instructions and material composition.

Because this information is as helpful to consumers as it is to recyclers and resellers.

It is easy to identify how the garment was made after the original owner disposed of it.

According to Avery Dennison, many consumers remove the physical care label, while brands underutilize them, which it adds can increase the risk of the garment ending up in landfill rather than being resold or recycled.

On the other hand, the new digital label it says advances the circular economy as recyclers can be confident of composition and resellers will be able to check authenticity.

Michael Hu, director of digitalization at Avery Dennison RBIS, added: “Brands are looking to deepen their customer engagement and lighten their environmental impact. That allows the apparel industry to use the garment itself as a stepping-stone for a new form of storytelling.

In that case, Avery Dennison is providing a total solution – a physical trigger to a digital experience, a data platform, and applications for brands, consumers, and the wider apparel industry to utilize.

Figure 2:Many consumers remove the physical care label, while brands underutilize them.

Ambercycle, was first partner of Avery Dennison’s for its digital care label. Converts end-of-life textile ‘waste’ into new yarns for apparel brands and manufacturers. Its garments are created from polyester textiles that were destined for landfill, but are instead broken down to a molecular level, turned into pellets, and then spun into Cycora yarns which can be processed by garment manufacturers in the same way as virgin yarns.

Shay Sethi, chief executive of Ambercycle, said: “Our raw materials are end-of-life textile clothing that we regenerate into new Cycora yarns and fabrics. A key concern in this process is the upfront identification and sorting the different types of fabrics to inform the best end-of-life solutions.

With that, a digital care label is essential to embracing the broader vision for circularity, as it enables a more streamlined and scalable way for us to regenerate material.

Shay Sethi also told, “As we built the physical infrastructure to take in and reprocess material, we knew we had to think about the digital infrastructure to enable full circularity. The digital care labels in collection one will help us track Cycora garments so that their path to be ambercycled again at their end of life is seamless.”

And added that “Together with Avery Dennison, we believe this will be a transformative step forward into the inevitable circular future.”

 

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