TrusTrace, Xoriant and Carbon Trail come together for launch of product claims solution for brands

TrusTrace, which has developed a platform for product traceability and supply chain compliance in fashion and retail, has announced a collaboration with platform engineering firm Xoriant and environmental impact data firm Carbon Trail to deliver a solution supporting international brands that want to implement more product marketing accountability.

“In a rapidly evolving industry in which regulations are becoming more stringent and consumer expectations are higher than ever, this partnership is a pioneering initiative; we are addressing not only today’s challenges, but we’re paving the way for a more sustainable future,” says TrusTrace CEO and Co-Founder Shameek Ghosh.

“This collaboration unites TrusTrace’s deep expertise in supply chain traceability and transparency, Carbon Trail’s advanced environmental insights, and Xoriant’s robust implementation capabilities to offer an end-to-end solution that empowers fashion brands and retailers to overcome the challenges of regulatory compliance and improving impact.”

The new solution leverages Xoriant’s data architecture, Carbon Trail’s environmental impact data, and TrusTrace’s supply chain traceability data to provide brands with the information they need to market their products with specific details on how they’re made and where.

This coincides with the implementation of the Green Claims Code, which launched in 2021 and was updated in 2023 to factor in product specific environmental impact and strives to ensure that claims are clear, accurate and not misleading; provide specific and clear information about materials used; use accurate product filters and avoid misleading imagery; and support claims with verifiable strategics and third party accreditation.  

“Engineering excellence in sustainable business practices using new-age technologies has always been Xoriant’s cornerstone. Through this trifecta partnership, we’re delivering a joint solution with robust data architecture and real-time supply chain insights”, says Shyam Pawar, VP of Sales. 

“This empowers fashion brands and retailers to gather accurate data for product claims while staying compliant, efficient, scalable, and supporting a greener future for the industry.” 

On the data side, brands need to measure environmental impact on a product level, not only just related to carbon, but covering 16+ indicators such as water, land use, and microfibre impacts.

“When you make an environmental claim on any product, the underlying data has to be comprehensive and accurate to meet requirements of LCA frameworks like PEF,” says Carbon Trail CEO and Co-Founder Ashish Rohil.

“Our capabilities pair very well with TrusTrace’s, allowing us to deliver full product transparency and compliance for fashion brands globally.”  

Once environmental impact and supply chain data is aggregated, information can then be incorporated into a Digital Product Passport, a record that can tell a product's entire value chain via QR code/digital tag that will be required for EU brands between 2026-2030.

For example, a buyer can theoretically scan a product’s QR code and be taken to a unique URL link in which the environmental impact for that specific product is available to view.

This can be displayed alongside traceability data - like where the product has been manufactured - in addition to other information like recyclability, microplastics, product certifications, all those elements also come into play.

“We’re thrilled to announce this joint collaboration that will truly help brands aggregate the data they need to market their products effectively and truthfully to climate conscious consumers,” Ghosh says. “We  invite fashion and retail brands to join us in this transformative journey.”

2024 RTIH INNOVATION AWARDS

Supply chain technology is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.