Nobody’s Child launches digital product passport

Clothing brand Nobody’s Child has launched a digital product passport (DPP) in a bid to improve transparency and sustainability across its collection.

The new platform, developed in partnership with retail tech company Fabacus, enables consumers to access information about where, when and how each product has been made through a QR code on the label. These codes also include additional information like the type of fabric and care instructions.

The company said it aims to make its products completely transparent and traceable before EU product transparency legislation comes into force in the next few years.

After trialling the system in autumn last year, the DPP has been added to a collection of clothes produced in collaboration with Fearne Cotton.

Nobody’s Child plans to roll out the passport across its core range by the end of the year.

The fashion brand added that it will develop further features for the platform, such as different experiences, gifts and digital communication.

Commenting on the news Jody Plows, chief executive of Nobody’s Child said the move was “the biggest sustainability project that [the company] worked on, and something [it is] really passionate about.”

She added: “We were aware that EU legislation would be coming into place over the next few years, and our aim is to be leaders in this space.”

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