As the fashion industry faces mounting challenges of overproduction, waste, and increasing consumer demand for transparency, Digital Product Passports (DPPs) are emerging as a revolutionary solution. This innovative technology, mandated by the European Union to roll out by 2026, is reshaping the way brands and consumers interact with fashion items throughout their lifecycle.
DPPs serve as a digital record for each product, accessible via QR codes or NFC tags, and provide detailed insights into the materials used, manufacturing processes, and environmental impact. They also outline options for repair, resale, or recycling, offering a blueprint for a truly circular approach to fashion. For a sector plagued by overproduction—estimated at 2.5 to 5 billion excess items annually, worth between $70 and $140 billion—the adoption of DPPs couldn’t be more timely.
This isn’t just about compliance with new regulations. The shift is driven by consumer expectations and the need to address pressing environmental concerns. Apparel consumption is projected to rise by 63% to 102 million tonnes by 2030, and without a dramatic shift, the industry could consume over 25% of the world’s carbon budget by 2050. Meanwhile, brands are struggling, with 63% falling behind on their decarbonization goals for 2030. DPPs offer a lifeline to navigate these challenges.
Beyond sustainability, DPPs also tackle counterfeiting, a growing problem in the digital age. Counterfeit goods are valued at $3 trillion globally, and with 50% of Gen-Z consumers admitting to purchasing fakes, trust in the authenticity of items is critical. By embedding authentication tools into every garment, DPPs not only protect brand identity but also foster trust in the resale and second-hand markets, where 66% of Gen-Z shoppers favour pre-loved over new.
DPPs also unlock opportunities to engage with customers in new ways. Imagine a jacket reminding its owner to schedule a repair or a pair of sneakers signalling it’s time to resell them back to the brand. These features not only extend the product’s lifecycle but also create a deeper connection between the consumer and the brand. Some even envision DPPs offering entertainment experiences or exclusive digital content, opening new dimensions of customer engagement.
At Cirquel, we see DPPs as an integral part of the fashion revolution. While these passports promise accountability and innovation, they align perfectly with our mission to redefine reverse logistics and circularity. Through our AI-powered tools, we already enable brands to repurpose returns into resale or recycling opportunities, transforming waste into value while fostering sustainability.
DPPs provide the transparency and traceability that are critical to advancing these efforts. By integrating DPP technology with our solutions, brands can gain deeper insights into their supply chains, enhance product lifecycle management, and create new revenue streams while addressing environmental concerns.
The future of fashion lies in creating value at every stage of a product’s lifecycle, and DPPs offer a powerful framework to make that a reality. At Cirquel, we are proud to be at the forefront of this transformation, helping brands not just comply with regulations but truly innovate for a sustainable future.
How will your brand adapt to this shift? Let’s connect and explore how we can drive the future of circular fashion together.
Read more also here: BoF, State of Fashion 2025
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