The Industry Needs a Rocket Boost to Align With EU DPP Legislation

Alarm bells are ringing for denim producers who sell into the EU, as the excellent Sourcing Journal article “Is the denim industry ready for Digital Product Passports” implies, yet uncertainty about which data points to report, and what technology to adopt has left brands scratching their heads. The EU is a key market, and being barred from trading within it would be catastrophic for many.

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Where is the education and training for businesses in the transition to DPPs? Medium-sized retailers don’t have the same resources and capacity as major brands and need more guidance on the practical elements of this switch-over to supply chain transparency.

I regularly speak to companies concerned about how to adopt DPPs in a way that the end-customers will understand. After all, consumers are the ones who will need to repair, recycle and care for items to extend their life—as the circular economy dictates. Will there be a funded communications program to explain the urgent need for textile recycling, for example? The DPP tech is market-ready, but without consumer buy-in, this will be a wasted opportunity.

Moreover, the development of waste management practices is critical. The industry must ensure that Environmental Sustainability Performance Reporting aligns with DPP requirements, promoting sustainable waste management alongside supply chain transparency.

Having participated directly in the CIRPASS forum and various apparel trade bodies aiming to smooth the transition to DPPs, I’m aware that much work is being done to find user-friendly technology and design the best outcomes for this ambitious project.

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However, a boost is required. We need more resources to facilitate the transition, particularly education and technical assistance for smaller companies. We need knowledge-sharing collaborative platforms, and standardized criteria for DPPs as soon as possible.

The transition to DPP must be more inclusive. The goal shouldn’t just be compliance; it’s also about ensuring the entire industry moves towards more sustainable practices.

Debbie Shakespeare is the senior director, sustainability, compliance and core product line at Avery Dennison

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