Alyx will partner with global manufacturing company Avery Dennison along with Iota’s DLT to create a platform offering Alyx’s customers a detailed look at the clothing manufacturing process. The blockchain system will provide each clothing item with a specific QR code and allow customers to simply scan it to view the chain of production.
By doing this, customers will be able to know the source of the material, the clothes’ transporting process and its destination on the shelves in retail clothing stores. the data involving these process is stored on Iota’s DLT platform.
Debbie Shakespeare, senior director of sustainability and compliance at Avery Dennison, noted that the partnership is an attempt to increase customers’ trust and enhance the brand’s credibility: “Brands and consumers can know that the information they are being shown about the garment’s creation process is 100% accurate and can be trusted implicitly.”
In an interview with fashion news outlet GQ, Alyx creative director Matthew Williams emphasized that Alyx is making effort in bringing sustainable practices to luxury fashion such as introducing a leather dying process which uses CO2 gas. He further noted that Alyx would be the leading fashion brand to applying blockchain technology in Copenhagen.
Blockchain technology continues to be applied widely by brands and businesses to offer the consumers the ability to track their products’ supply chain. In March, Ailsa Bay – William Grant & Sons’ premium Scotch whisky brand – is reportedly to release the world’s first scotch whisky tracked by a blockchain-based system.
Recently, giant coffee brand Starbucks also partnered with Microsoft to enhance coffee production tracking system to improve the connection between customers and suppliers.