How to Make Digital Product Passports Cool
Can transparency become a fashion flex? A new partnership thinks so.
Digital Product Passports (DPPs) — those scannable tags that track a garment’s origins, materials, and lifecycle — are coming fast to fashion, especially in Europe, where new regulations are pushing brands to be more transparent. But there’s one big problem: no one thinks they’re cool.
Now, innovation agency IoDF (Institute of Digital Fashion) and global tech consultancy Epam are teaming up to change that narrative, launching a new partnership aimed at making DPPs not just compliant — but customer-friendly, engaging, and even stylish.
🧵 What’s a DPP, Again?
A Digital Product Passport is essentially a digital ID for fashion items. It can include:
- Where and how the garment was made
- Materials and certifications
- Ownership history and care instructions
- Repair options or resell potential
They’re central to sustainability efforts, particularly under the EU’s upcoming Eco Design for Sustainable Products Regulation (ESPR), which will soon make DPPs mandatory for many categories of apparel.
But let’s face it: most people won’t scan a tag for fun — unless it gives them something back.
💡 Making DPPs Desirable
Here’s what the IoDF–Epam collaboration aims to do differently:
1. Turn data into storytelling
Instead of dry sustainability facts, the plan is to craft personal narratives. Imagine scanning your coat and discovering its journey from an Italian wool mill to a London tailor — complete with visuals, creator interviews, and behind-the-scenes content.
2. Gamify the experience
Users could unlock exclusive content, loyalty rewards, or digital collectibles just by interacting with their DPPs. Think: scan your item, earn points, or access a limited virtual try-on filter.
3. Make it a flex
Like a luxury watch certificate or a sneaker drop receipt, a DPP could prove provenance and status. This taps into digital identity and ownership, especially among Gen Z shoppers who care about both authenticity and ethics.
4. Bridge physical and virtual fashion
With the right tech, DPPs can link a physical jacket to its digital twin in a metaverse or wardrobe app — perfect for fashion gamers and AR enthusiasts.
👥 Why This Matters
As fashion moves toward circularity and accountability, DPPs are becoming essential. But regulation can only go so far — to be truly effective, consumers must want to engage with them.
IoDF and Epam’s goal? Make DPPs as much a part of the fashion experience as the item itself. If they succeed, we might be looking at the next evolution of the fashion label — from logo to ledger.
