By Emma Herrod
British luxury knitwear brand Chinti & Parker has introduced digital product passports (DPPs) in the form of item-level QR codes on its autumn/winter 2024 main and autumn basics collection, including its Mr Men Little Miss range of garments, so customers can view information about the products.
Scanning the QR code on a garment’s label gives the customer detailed information about the product, including the origin and composition of the materials used, as well as their journey through the supply chain.
According to Chinti & Parker, this helps to improve the customer experience and inspire positive change, by empowering shoppers to make informed and value-aligned purchasing decisions, both of which are factors that are important to the company and its continuing commitment to the environment.
“It also aligns beautifully with the playfulness, innovation and creativity of the Mr Men Little Miss designs,” says co-founder and CEO of Chinti & Parker Rachael Wood.
“This collaboration brings to life the benefits of connected product data, offering consumers visibility while demonstrating the possibilities for a more sustainable and informed fashion industry,” says founder and CEO of DPP technology provider Fabacus, Andrew Xeni
