Interviews, insight & analysis on digital media & marketing

Nobody’s Child launches digital labels with carbon footprint info

Eco-conscious fashion brand Nobody’s Child is making it easier for customers to see the impact their clothing purchases are making with the introduction digital labels.

Via a QR code on care labels, consumers will be taken to a landing page with information about the product’s lifecycle carbon footprint, taking into account the raw materials used, finished good manufacturing, logistics, packaging, product care, and end-use. The page will also feature product care advice, as well as links to circular service partners, such as repairs/alterations, rental, and pre-loved services.

“I’m delighted to announce that Nobody’s Child has launched digital product passports. Working with Fabacus and Coinbase, is a huge step forwards in our journey towards full traceability and transparency,” said Jody Plows, Nobody’s Child CEO. “We know that our Nobody’s Child customer want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.”

Powered by Fabacus, the QR codes will initially be rolled out across the Happy Place Fearne Cotton collection, which will be available online and in Nobody’s Child stores, as well as at M&S.

Consumers will be incentivised to scan the QR codes with gifts and the ability to download a unique non-fungible token (NFT) via a collaboration with Coinbase.


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