Avery Dennison and The R Collective create digital labeling to drive fashion’s circularity

22 Sep 2022 --- Avery Dennison and The R Collective are continuing their partnership on digital labels for a new environmentally sustainable project, Revival. The clothes are made from “rescued” fabrics with QR code tags that provide information on the clothing and sustainability messaging, wrapped in a “plastic-free” bag. 

Two months ago, the companies unveiled digital labels as a part of their #caretobethechange movement, educating consumers on the importance of digital labeling for garment circularity. Now the tags are officially implemented alongside ecological packaging and clothing. 

“What’s special about this collaboration, and our ongoing work with The R Collective team, is our joint focus on reducing waste in the fashion industry. Now it’s a case of looking beyond raw materials and ensuring they are renewable, and looking ahead to assess end of life closely too,” says Caroline Hughes, senior product line manager, packaging at Avery Dennison. 

 Avery Dennison and The R Collective are committed to moving the fashion industry toward being more environmentally conscious. Eco-friendly motivations 
The Revival collection is made from silk, cotton and jersey materials from leading global fashion brands that were to be thrown away otherwise. The brand states its items have been designed “using different textile waste streams.”

The labeling itself is made from recycled materials. The QR code is put on the clothing’s tag, care label, and packaging. When the code is scanned, the wearer not only gets information on how to take care of their garment but how to use it in an environmentally conscious way. 

There are four environmental messages and videos, explaining how the brand works to “reduce fashion’s impact.” There is the product journey, sustainable consumer care education, restyle, repair, reuse and denim reimagined story.

“The digital element will enable The R Collective to further educate their customers about the important work they’re doing and can be easily accessed via the QR code on the packaging and through the garments’ digital labels,” says Hughes. 

Covering all areas 
Avery Dennison also created a plastic-free bag for the items in the collection. They claim it is highly transparent, durable through the supply chain, and curbside recyclable. The bag was designed as an alternative to polybags, which can only be recycled once or twice. 

“Avery Dennison’s innovative plastic-free garment bag has enabled us to actively reduce waste via our packaging,” says Christina Dean, founder of The R Collective and Redress.

The package delivered to buyers’ doors when they order an item is made from environmentally friendly craft paper and is recyclable. 

“Our core focus at The R Collective is finding new ways to actively reduce fashion waste,” says Dean.  

Past digital labeling
Meanwhile, other companies have implemented digital labeling into their packaging where it has been used to supply information to the consumer on the company’s environmental strides. 

For example, Rio Tinto and Corona Canada printed limited edition cans with QR labels to encourage customers to learn about the packaging’s reduced carbon footprint.

More than for ecological reasons, digital labeling has been used to educate consumers on the safety and health risks associated with a product. 

Edited by Sabine Waldeck 

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