What is a Digital Product Passport in fashion?
A digital record attached to a product, usually via a data carrier such as a QR code, holding information on its origin, materials and sustainability.
In short
A Digital Product Passport is a digital record attached to a product, usually through a data carrier such as a QR code, that holds information on its origin, materials and sustainability. The EU is introducing passports for priority product groups, with textiles among the first, under the Ecodesign for Sustainable Products Regulation.
How does it work in practice?
Each product, or each product model or batch depending on the final rules, receives a data carrier on the label or the item itself. Scanning it opens a record with information such as fibre composition, manufacturing locations, care and repair guidance, and end-of-life options. Different users may see different levels of detail, for example consumers, repairers, recyclers or authorities.
The data comes from the brand's product master data, PLM and supply chain systems, and must be kept available and up to date over the product's life.
Why does it matter?
For fashion companies, the passport is both a compliance requirement and an opportunity:
- It makes sustainability claims verifiable
- It supports repair, resale and recycling by sharing product information
- It can give retailers and customers richer product information
- It forces better data quality across the supply chain
Wholesale partners will also need to handle passport information, for example when reselling or displaying products.
How is AI changing it?
Collecting data from many suppliers is labour intensive, and AI can help extract information from certificates and supplier documents, check for gaps and detect inconsistencies. On the user side, AI assistants could use passport data to answer care, repair or resale questions about a specific item.
Common pitfalls
- Waiting for final rules instead of improving data now
- Relying on supplier data that cannot be verified
- Treating the passport as a label project rather than a data project
- Underestimating the effort of keeping data updated
Frequently asked questions
When will Digital Product Passports be required for textiles?
Timing depends on the detailed EU rules for textiles, which are set in separate implementing acts under ESPR. Brands should follow official updates and start preparing their data in advance.
What information will a textile Digital Product Passport contain?
Likely content includes material composition, origin and manufacturing information, care and repair instructions, and end-of-life guidance. The exact requirements will be set in the product specific rules.
