The Namahh Edit

Transparency and sustainability have become paramount in today’s fashion landscape. Consumers are increasingly seeking assurance that their clothing is ethically produced and environmentally friendly. To meet these demands, fashion brands are turning to blockchain technology as a solution to provide verifiable information about their products’ origins and supply chains. But before we explore how brands use it, let’s take a moment to understand blockchain.

What is Blockchain Technology​?

Blockchain is a decentralized digital ledger that records transactions across a network of computers. Each transaction, or “block,” is linked to the previous one, forming a “chain.” This structure ensures that once data is recorded, it cannot be altered without consensus from the network, making it highly secure and transparent. In the fashion industry, blockchain enables brands to track and verify every step of a product’s journey, from sourcing raw materials to the final sale, providing consumers with trustworthy information about their purchases.

Here are 10 fashion brands using blockchain for transparency in fashion

1. LVMH – The Aura Blockchain Consortium

LVMH, along with Prada Group and Richemont, established the Aura Blockchain Consortium to enhance transparency in the luxury sector. This platform allows consumers to access detailed information about a product’s history, including its origin, materials, and authenticity. Brands like Louis Vuitton and Dior utilize Aura to provide digital certificates for their products, ensuring customers receive genuine items.

2. Chloé’s Vertical Project

Chloé introduced the Vertical project, employing blockchain technology to trace the journey of its products from raw materials to finished goods. By scanning a QR code, consumers can view information about the sourcing and production processes, reinforcing the brand’s commitment to sustainability and ethical practices. ​

3. Stella McCartney

A pioneer in sustainable fashion, Stella McCartney has integrated blockchain to track the sourcing of eco-friendly materials like viscose. This initiative allows customers to verify the environmental impact of their purchases, promoting informed and responsible consumer choices. ​

4. Martine Jarlgaard and Provenance

In collaboration with blockchain platform Provenance, designer Martine Jarlgaard created a collection where each garment’s production process was recorded on the blockchain. Consumers could scan tags to access information about the item’s journey, from raw material sourcing to manufacturing, enhancing transparency and trust. 

5. Everlane

Known for its “Radical Transparency,” Everlane has adopted blockchain to provide detailed insights into its supply chain. By leveraging this technology, the brand offers customers verifiable information about factory conditions, material sourcing, and production costs, aligning with its ethical values. ​

6. H&M’s Arket and VeChain Collaboration

H&M’s subsidiary, Arket, partnered with blockchain platform VeChain to enhance product traceability. Through this collaboration, customers can access data about the origin and journey of products, such as wool beanies, ensuring authenticity and ethical sourcing. 

7. Dior’s NFC-Enabled Sneakers

Dior introduced NFC (Near Field Communication) chips in its B33 sneakers, linking each pair to a unique digital certificate stored on the blockchain. This innovation allows customers to verify the authenticity of their sneakers and access information about their production, merging luxury fashion with cutting-edge technology. 

8. Loro Piana’s “The Gift of Kings” Wool

Loro Piana utilizes the Aura Blockchain Consortium to trace its premium “The Gift of Kings” wool. By documenting each step of the wool’s journey, from farm to finished product, the brand ensures transparency and upholds its commitment to quality and sustainability. ​

9. Hugo Boss

Hugo Boss has explored blockchain technology to enhance supply chain transparency. By creating immutable records of product journeys, the brand aims to provide consumers with verifiable information about the origin, manufacturing processes, and distribution of its products.

10. MCQ by Alexander McQueen and Everledger

MCQ, a label under Alexander McQueen, collaborated with Everledger to implement blockchain in its MYMCQ platform. This initiative allows designers and consumers to register and trade clothing items securely, with each piece having a digital record detailing its creation and ownership history.

Blockchain technology is revolutionizing the fashion industry by providing unparalleled transparency and traceability. Brands adopting this technology are not only enhancing consumer trust but also promoting ethical practices and sustainability. As the demand for responsible fashion grows, blockchain stands out as a vital tool in aligning industry practices with consumer values.