London-based fashion brand Nobody’s Child plans to roll out digital product passports (DPPs) for all garments by late 2025, enhancing transparency in supply chains as EU regulations on fashion traceability tighten.
London-based fashion brand Nobody’s Child is preparing to fully implement digital product passports (DPPs) across all its product categories by late 2025, marking a significant step in supply chain transparency initiatives within the fashion industry. This move aligns with increasing regulatory demands and consumer calls for greater disclosure about the production processes behind garments, particularly in the European Union where DPPs will become mandatory for all clothing sold by 2030.
DPPs are digital identifiers, often presented as scannable QR codes, that embed detailed information about a product’s lifecycle, including data points such as raw material origins, manufacturing processes, and environmental impacts. Nobody’s Child has been pioneering this approach since 2023, conducting four pilot programs that covered a range of product styles across seven suppliers. The company aims to attach unique QR codes to every garment SKU produced from summer 2025 onward, starting with its Autumn/Winter 2025 collection.
Jody Plows, CEO of Nobody’s Child, offered insights into the company’s experience with DPPs while speaking to Vogue Business. She emphasized that the initiative requires the collection and management of approximately 110 data points per product, a considerable expansion of transparency compared to traditional fashion supply chains. Suppliers, accustomed to operating without such scrutiny, now face a significant change in mindset. “We’re asking them for everything from fibre origins to energy sources,” Plows said.
She also described the complexity of integrating this data management system with the logistical aspects of production, particularly the challenge of associating each unique QR code to the correct set of product data. Plows likened the coordination effort to managing “air traffic control” due to the volume and precision required.
Nobody’s Child’s early adoption and incremental rollout of DPP technology reflect a broader industry trend towards sustainability and traceability. The company’s dual perspective—given owner Andrew Xeni’s concurrent role running the data platform Fabacus—positions it uniquely to navigate both the technical and operational challenges of this innovation.
The Vogue Business report highlights Nobody’s Child as a case study for other fashion brands contemplating similar moves. With legislation advancing and consumer scrutiny intensifying, the adoption of digital product passports could become a standard feature of the apparel market in the coming years.
Source: Noah Wire Services
