IOTA, the German blockchain foundation, is launching a DLT solution to enable a more sustainable and ethically-sourced fashion industry alongside global manufacturing company Avery Dennison, they shared with The Block. The platform will be trialled by luxury label ALYX to allow its customers full insights into the supply chain. Customers will be able to track the journey of the purchased item, from creation to the point of sale, with an app which reads items' QR codes. IOTA’s DLT will record the garment's origins, production date, and raw materials, allowing users to authenticate the product and check its sustainability credentials.

“Brands and consumers can know that the information they are being shown about the garment’s creation process is 100% accurate and can be trusted implicitly. This is a watershed moment for improving brand transparency and trust," said Debbie Shakespeare, senior director of sustainability and compliance at Avery Dennison. Shakespeare added that by adding a blockchain layer, consumers would have "uncompromisable data." While the companies have run a series of internal pilots, the partnership is one of the first public proofs-of-concept of the platform.