Avery Dennison Puts Digital Care Labels and Disposal Instructions in Swiss Performance Wear
Avery Dennison will be more than ready when digital product passports are required, which they will be as early as next year in Europe. The label company has teamed up with Swijin in the development of a digital care label that will be embedded in the Swiss performance wear brand’s garments.
The labels will carry all the product information currently required by law in the U.S. in addition to information on how to recycle and/or eventually dispose of items in the SwimRunner line, which include a bra, sports brief and biker shorts. A scannable QR code powered by Atma.io will be linked to Avery Dennison’s connected product cloud which will inform consumers of a garment’s history and its sustainability story as well as fiber content and care instructions.
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The information contained on the label will also give commercial textile recyclers information on fiber content to make sure they are recycled the right way. Swijin has also partnered with a Swiss molecular recycler able to separate mixed fibers and extract valuable materials.
The range is designed to allow athletes to alternate between land and water sports. It is virtually stitchless and said to dry 80 percent faster than standard sportswear and swimwear.
Helping brands communicate with customers and recyclers is part of Swijin’s strategy to provide a high degree of visibility in their supply chains and highlight the company’s sustainability efforts and material innovations. Having the labels in the garments provides transparency and supports fashion’s circular economy.
Digital product passports will soon be mandated by the Ecodesign for Sustainable Products Regulation and the American Apparel & Footwear Association (AAFA) is lobbying Congress in the U.S. for digital labeling in all apparel.
According to Michael Colarossi, vice president, innovation, product line management and sustainability, apparel solutions at the Ohio-based Avery Dennison, these labels underscore the need for digital technology across the apparel industry.
“A collaboration between technology and sustainability, especially within the apparel industry, will change the narrative of fashion,’ he said. “We hope our solutions can inspire other brands to follow suit in order to reduce fashion’s carbon footprint and tackle waste.”
Swijin co-founder Claudia Glass noted how innovations like the digital labels help build consumer trust.
“Avery Dennison’s Digital Care Label solution allows us to educate and engage with the consumer,” she said. “We unveil every detail of our European supply chain, and provide instructions on how to extend the life of the product.”
