Copenhagen Fashion Week has teamed up with Danish company Renoon, which is developing digital product passports. This innovation promises to revolutionize transparency in the fashion industry.
Even though Copenhagen Fashion Week is the youngest in the big four of global fashion weeks, it's spent two decades establishing a reputation as a leader in sustainability. Unlike Paris or Milan, brands in Copenhagen must meet strict environmental criteria just to showcase their collections, writes the website EuroNews.
Lately, organizers have teamed up with the Danish tech firm Renoon, which is developing something called a digital product passport. This is part of European regulations adopted in 2024 aimed at reducing the environmental impact of products. As Euronews explains, the system is gradually being implemented not only in Europe but beyond, with support at the UN level.
In practice, it's like a digital version of a classic tag. Customers can scan a QR code and instantly get detailed info about the product—from material origins to manufacturing location and even the specific producer.
“It's basically an e-tag. Think of a classic tag, but fully digitized,” explains Renoon's CEO, Iris Skrami. According to her, it’s not just about the info—customers can register the product and become part of its story.
The fashion industry is one of the first sectors where digital passes are being practically implemented. Luxury and premium brands are figuring out what kind of experience they want to offer the customer via the QR code (whether it's just about transparency or a new type of brand interaction).
Collaboration with Copenhagen Fashion Week is designed to help companies think of fashion more holistically—not just as a runway show, but as a product with a whole digital narrative that continues after it's sold.
