Upwest and ReCircled enlist Avery Dennison for circular economy push
Avery Dennison has announced a partnership with lifestyle brand UpWest, and ReCircled, an apparel and footwear recycling and reuse focused organisation.
This taps the former’s Digital Care Label solution, showing how it can be used in an upcycling context and provide a retail/brand experience.
According to current legislation, all garments sold must have a physical care and content label to communicate product information, such as washing instructions and material composition.
Avery Dennison’s Digital Care Label offers this information through a digital experience that showcases to consumers the sustainability story around the garment’s origins and where they can dispose of it.
UpWest is exploring how upcycling can extend the life of products, particularly its existing sweater inventory. In partnership with ReCircled, a collection of upcycled chenille items has been developed: winter blankets, dog sweaters and mittens, launching online in October.
The pair enlisted Avery Dennison to provide the digital triggers and data connectivity essential to complete the circularity loop.
Consumers will have the opportunity to scan the QR code at purchase with Avery Dennison’s Digital Hang Tags and post purchase via the company’s Digital Care Label. Doing so will outline the item’s story, provide guidance on garment care, and allow people to engage with the UpWest brand.
Rob Smith, Director Production and Sourcing, UpWest, says: “We wanted to combine both upcycling and new ways to interact with our consumers.”
“Avery Dennison provides a holistic solution that allows us to pique consumers' interest, and is a game changer in terms of giving us another route to share our story and our purpose.”
Scott Kuhlman, CEO at ReCircled, comments: “This collaboration is championing the digital technology that will truly support the circular economy in practical terms.”
“As well as providing the end-to-end data visibility, Avery Dennison has extensive knowledge of the supply chain, and can track and collate item and materials data from the purchase experience right through the circular journey to re-use.”
