True Tribe taps blockchain tech for conscious fashion project

French fashion brand TrueTribe is using SUKU’s blockchain platform to provide transparency into a product's journey from raw materials through to sale.

The first garments to be tracked in this way, clothes that began life as nylon waste such as discarded fishing nets and fabric scraps, were shipped to Browns Fashion in London during November.

Each garment purchased has a QR code on the hang tag or affixed to it. Using the SUKU Scanner mobile app, consumers can scan the QR code and learn about their product’s story (through videos and images) and about those who created it.

“We aim to set a new standard in conscious fashion, without claiming to be truly “sustainable” because nobody is in fashion. That being said, we strive to be more conscious about our footprint and to minimise it as much as possible,” says Alexandre Sundberg, Founder and CEO, True Tribe.

“Today, consumers increasingly support brands that identify better with their values. We believe that authenticity and transparency are the keys to create more meaningful connections.”

“Thanks to SUKU, True Tribe benefits from the latest blockchain technology to provide full transparency for its products, while connecting on a deeper level with its conscious consumer by revealing its story.”