From 2000 to 2015, as textile production increased, garment longevity declined dramatically. In an interview with Fibre2Fashion, Feico van der Veen, co-founder of Dutch start-up Aware, underlined the critical need for consumer education in a sustainable fashion.
He referenced a recent poll conducted by Bain & Company that revealed customers’ willingness to embrace sustainability and their inability to discriminate between sustainable and non-sustainable clothes.
“By increasing transparency and closing the information gap, brands can accelerate and capitalise on this massive opportunity.” I believe that legislation, such as the French AGEC (Décret n° 2022-748), will be the most crucial driver and impetus towards more sustainable fashion. Each sustainable fashion piece must have a Digital Product Passport (DPP) by 2030. This legislation will make a significant difference,” van der Veen told F2F.
The Aware Virtual ID (DPP), he claims, will be a tool for companies to deliver correct information and transparency, allowing customers to make educated decisions. This regulatory move will result in a ‘win/win/win’ outcome for companies, customers, and the environment, with measurable effect savings.
