SUSTAINABLE TEXTILES
“ We ’ re dealing with various different tiers of the textile chain because we ’ re involved in it ourselves . So we can really help support businesses in that place ”
DEBBIE SHAKESPEARE SENIOR DIRECTOR OF SUSTAINABILITY AND COMPLIANCE , AVERY DENNISON
One relates to the growing market or second-hand clothing , which is set to be 10 % of the apparel market by 2025 .
Debbie says : “ We see this as somewhere we can really help . We can help sellers because we hold the data on where and where the product was produced . It authenticates the product and enables it to be sold on at the right price , giving confidence .”
She says it removes much of the risk of counterfeiting , which is a growing threat to the industry .
Arguably even more exciting is how European legislation is paving the way for apparel to be digitally passported .
Consumers should eventually be able to download an app , hold it to a code on an item of clothing and get the rundown on its price , how and where it was produced , its sustainability impact , where the material came from and much more .
As consumers become increasingly climate conscious , it promises to be a big motivator to producers to become more sustainable . sustainabilitymag . com 135