The company has issued DPPs before, but this represents a deeper dive and has been designed ahead of upcoming EU product transparency legislation.The brand said it aims to become “fully traceable and transparent, with a view to start rolling out DPPs across the core collection from AW24”.

The initiative launches with its Nobody’s Child x Happy Place by Fearne Cotton collection, and offers shoppers the chance to track the journey of their clothing, from design to production.That’s an option we’ve seen quite frequently in the high-end bags sector but less so in mass-to-mid-market clothing.By scanning a QR code on the care label, customers can access information including details about the materials used, the manufacturing process and the environmental impact of their purchase. Also part of the offer are links to circular services such as repair and rental.And importantly, these DPPs, when paired with blockchain tech, can validate the provenance of products as they change hands throughout their life. The company said it’s one of the first fashion brands to explore all this through its DPP pilot outside of the luxury sector.Customers who scan the QR code can also sign up to receive gifts including a unique NFT. It’s all powered by retail tech specialist Fabacus with the brand harnessing its Xelacore platform to track and translate the gathering of over 100 data points.