Wed 06 Sep 2023 | by Rob Hutchins

Nobody's Child launches first Digital Product Passports with Fearne Cotton's Happy Place

Fearne Cotton’s Happy Place fashion collection will be the first to debut a new Digital Product Passport mechanism developed by the responsible fashion brand Nobody’s Child and devised to empower customers to make more conscious and informed choices. Unique QR codes containing all the information customers will need to understand the journey of a product’s creation will be added to the care labels of each item in the Happy Place Fearne Cotton collection. The range will be available online at nobodyschild.com and Nobody’s Child stores, as well as at key retail partners including M&S, John Lewis, and ASOS. Nobody’s Child plans to have the Digital Product Passports (DPPS) across all garments by the end of 2024. Easily scanned by a smartphone, each QR code takes the customer on a detailed journey of that product’s creation, a level of transparency that ceo Jody Plows has been on a mission to introduce. The DPP has been designed with upcoming EU product transparency legislation in mind, ensuring all key product information is captured and catalogued. Powered by Fabacus, a leading retail technology company, Nobody’s Child has harnessed its Xelacore platform to track and translate the gathering of numerous data points. Having built relationships with a close network of suppliers, the fashion brand has been able to map key stages of the supply chain from the processing of the raw materials through to the yarn and fabric mills, and finally to the garment factories where the final products are sewn together. Jody Plows, CEO of Nobody’s Child, said: “I’m delighted to announce that Nobody’s Child has launched digital product passports. Working with Fabacus and Coinbase, is a huge step forwards in our journey towards full traceability and transparency. “We know that our Nobody’s Child customers want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.” On scanning the DPP, consumers will be taken to a landing page which includes the product's lifecycle carbon footprint, taking account for raw materials, finished good manufacturing, logistics, packaging, product care and end-use. The page will also provide product care advice to help customers make their item last longer, as well as links to circular service partners – repair/alterations, rental and pre-loved. Consumers will be encouraged to trace their garments and visiting the Nobody’s Child Digital Product Passport will be incentivised with gifts and the ability to download a unique non-fungible token (NFT) by way of a digital receipt, via a further collaboration with Coinbase to bridge the customer-to-brand gap. The Coinbase partnership enables Nobody’s Child to connect to their customers using Web3 technology, and users will be able to store the Nobody’s Child Digital Product Passport NFT within a Coinbase digital wallet. Fabacus Founder and CEO, Andrew Xeni, said: “Our mission is simple, to close the gap between brands and their customers, whilst future proofing against regulation, and growing value for both. We are thrilled that Nobody’s Child are the first to use this technology, investing one step further into full transparency. “Partnering with Coinbase, who are leaders in their domain is a huge step, to utilise Web3 solutions to unlock a new level of brand control, and customer experience.” Richard Price, Managing Director of Clothing & Home, M&S, added: “We’re delighted to see Nobody’s Child, an important part of the M&S Family, taking the next step on their journey towards full traceability and transparency. “Digital product passports are the future and we welcome the opportunity for customers to engage with the unique Nobody’s Child QR codes in our selected stores.”