With consumer values continuing to play an increasingly prominent role for brands and retailers, circularity, authenticity and transparency are key to gaining the consumers’ trust and loyalty. This remains true more than ever for shoppers in the luxury and fashion industries.
With the introduction of digital product passports (DPPs), the end-to-end traceability across the product value chains provides comprehensive information about each product’s origins, materials, environmental impact and disposal recommendations used by brands, resellers and consumers alike.
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Moreover, the EU, leaders in the DPP movement, said that they were created to close the gap between consumers demanding transparency from the brands that lack reliable product details — the U.S. has also long faced quality control issues.
While overarching regulation in the EU started in 2024, full implementation is set to go into effect by 2030. As previously reported in WWD, textiles compliance for the EU is slated for mid-2027. That means that for American companies, DPP compliance for operating abroad is necessary — with more states calling for the exploration and implementation of this regulation across a variety of sectors.
But while compliance is the initial goal, Certilogo’s founder and general manager, Michele Casucci, told Fairchild Studio that DPPs can be used beyond that to enhance the consumer’s experience — such as providing instantaneous authenticity, sharing product lifecycle and sustainability information and proposing circularity service initiatives such as resale, repair or redesign guidance.
“The communication between fashion brands and consumers has historically been one-sided,” Casucci said. “Connected product technology is transforming this into a two-way dialogue. Individual products become storytellers that customers can engage with fostering stronger, more authentic connections built on trust.”
As a leader in connected products and DPP space, Certilogo helps brands transform mandatory tagging into competitive advantage, by making their products talk.
Through interactive connected experiences, Casucci said, brands can transform “physical items into secure, interactive digital assets” that create new touch points and meaningful relationships with consumers. Certilogo’s Secure by Design™ approach safeguards these interactions, providing authentication, verified data and security. Digital authentication is also a crucial element in enabling brands to offer secure and seamless circularity programs — from resale to repair and redesign services.
Resale, in particular, is one of the fastest-growing trends where connected products deliver tangible value. By ensuring instant authentication with Certilogo, brands can protect their integrity and forge direct relationships with an entirely new pool of potential customers through the secondary market, while giving consumers the peace of mind that comes with verified authenticity.
“Brands can transform a product into a gateway. Consumers don’t just buy a product; they step into its story, verify its authenticity and provenance instantly and stay connected long after the first purchase,” said Casucci. “It’s engagement that lasts, it’s a new communication channel, it’s value you can measure.”
One notable example of this merging an immersive consumer experience with technology is Patrick McDowell’s collaboration with Certilogo. The collaboration was launched with The Lancashire Rose collection, which debuted at London Fashion Week in September. Each garment in the collection includes a DPP and digital authentication — allowing consumers to scan a QR code and access digital content, including the collection’s origins, McDowell’s designs, heritage and the inspiration behind each piece.
In line with the Patrick McDowell brand commitment to sustainability, the DPP also offered smart circularity services such as professional repair and redesign guidance to extend the life of the products.
“This collaboration illustrates how creativity, storytelling and secure technology can merge to create immersive, meaningful consumer experiences that reduce the distance between brands and consumers — adding long-term value and emotional resonance to the products,” concluded Casucci.
To learn more, visit discover.certilogo.com.