Digital product passports (DPPs) are transforming the fashion apparel industry resulting in a win-win-win for brands/resellers, consumers and the environment.
Michele Casucci, Founder and General Manager of Certilogo, said DPPs are comprehensive digital records that encapsulate a product’s entire lifecycle — from its raw materials and manufacturing processes to its ownership history and end-of-life disposal options. “Think of it as a digital twin containing everything from raw materials and manufacturing processes to ownership history, instant authentication, circularity services for repair, recycle and disposal for the end of product’s life,” Casucci said.
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The European Union’s announcement in 2024 requires DPPs for nearly all products sold in the EU by 2027, which further underscores their significance. “Consumers are more informed than ever and want to know the story behind their products,” said Casucci, whose company received the “Special Awards Connecting Minds” at the Milan Fashion Global Summit 2024 last month. “DPPs empower brands to share their story authentically and build a new type of relationship with their customers built on trust and transparency.”
DPPs are presented to consumers primarily through digital platforms and are often accessible via QR codes or NFC (Near-Field Communication) tags attached to products. When these digital markers are scanned or tapped with a smartphone, customers gain access to the product’s DPP which includes detailed information on the product’s origin, materials used, environmental impact, and recycling instructions.
DPPs are garnering attention for their ability to address several critical issues within the fashion industry, such as counterfeiting, supply chains tracking, and the increasing consumer demand for transparency. This new level of transparency not only empowers consumers to make informed purchasing decisions but also aids brands in validating their compliance with environmental and ethical standards.
The adoption of DPPs promises extensive benefits for the fashion sector. “The long-term benefits of DPPs for the fashion industry are substantial,” Casucci explained. “DPPs pave the way for a more sustainable and transparent future for fashion, benefiting companies, consumers, and the environment alike. Long-term benefits include minimizing waste through optimized lifecycle management, building stronger consumer trust through verifiable product information, and unlocking new circular business models like resale and rental, all fueled by the rich data within the DPP.”
Casucci said the transparency created by DPPs “can also foster greater consumer trust and loyalty, as brands demonstrate their commitment to sustainability and ethical practices.” He went on to say that consumers benefit from a deeper understanding of product authenticity, quality, and sustainability, “while brands can create engaging digital experiences, maintain regulatory compliance, and gather valuable insights into consumer behavior and product lifecycle. This synergy between consumer
benefits and brand empowerment fosters a more transparent and trustworthy marketplace.”
The Certilogo founder said the company provides an advanced SaaS platform based on Artificial Intelligence, “used by millions of consumers around the world to instantly connect with the brands they love via smartphone to verify the authenticity of the products they purchase, access end-to-end secure and turn-key DDPs, engaging content, product information, and services offered by the brands.” But there is another dimension to the technology that is bringing two worlds together.
“Our mission is to unlock product circularity by allowing brands to create an experience that blends the physical with the digital world,” Casucci said. “We were founded in 2006 and since then we have been actively building the next generation of digital services such as digital product passports and embedded circularity services.”
Casucci said the strategic Digital Product Passport integration framework the company designed “helps support fashion and luxury brands currently planning their DPP strategy, by building an ecosystem that encompasses the entire product lifecycle, from design and manufacturing to end-of-life, and enabling a collaborative blueprint that involves all stakeholders, including suppliers, manufacturers and consumers.”
While many brands see the DPP as a major compliance challenge, Certilogo’s solutions are designed to help companies not only to comply with EU regulations, “but also to take full advantage of the opportunities offered by technological innovation,” Casucci noted.
When asked what differentiates his platform from others in the market, Casucci said it is the platform’s “Secure by Design™” methodology, which he said ensures the secure and controlled management of unique digital identities throughout a product’s lifecycle. This approach intricately weaves security at every step, from robust identifier generation to tamper-proof data management, effectively deterring fraud and counterfeiting.
Regarding Certilogo’s market strategy, Casucci said the company is constantly innovating to meet the evolving needs of the fashion and luxury industry. “Our strategy focuses on expanding our platform’s capabilities to support the full product lifecycle, from design to resale and recycling,” he explained. “We are working with expert partners to help brands reduce the complexity around tackling upstream traceability and unlocking value with downstream services.”
Casucci said the company is also investing in advanced technologies “to further enhance security and transparency, ensuring our solutions remain cutting-edge.” He said Certilogo’s ultimate aim is to be the trusted partner for brands “as they define and implement an end to end secure and turn-key DPP strategies, offering guidance, insights, and unwavering support.”
Looking at the next 5 years, Casucci said DPPs will become the standard. “We’ll see seamless integration into the consumer experience, with personalized information and services delivered directly to consumers’ smartphones,” he said, adding that his company will continue to invest in cutting-edge technology, “expanding our partner ecosystem, and actively shaping industry standards for interoperability and data security.”
“We’re committed to empowering brands to leverage the full potential of DPPs, providing the expertise and technology they need to thrive in this evolving landscape,” Casucci said. “We see ourselves as not just a technology provider, but a strategic partner guiding brands on their digital transformation journey.”
The introduction and integration of Digital Product Passports represent a pivotal shift towards a more transparent, sustainable, and consumer-centric fashion industry. With pioneers such as Certilogo leading the charge, the future is bright for all stakeholders, and promises an era in fashion apparel that is marked by innovation and sustained trust.