New Look's partner Re-Fashion, is partnering with EVRYTHNG, a cloud-based solution provider, to help the industry move toward a more circular future by tracking product recycling travels.

The cooperation between New Look and Re-Fashion aims to encourage consumers to recycle and re-use clothing, as well as address the issue of 350,000 tonnes of good quality clothing being dumped in landfills in the UK each year.

Using EVRYTHNG's Active Digital Identities™ solution, which produces a unique digital profile for every garment and generates and sends real-time data that allows them to track the garment's entire lifecycle, the two are adding more transparency to the clothing recycling journey.

Consumers can also learn about a garment's history by scanning the digital identity on the label for product information and personalized experiences.

According to the corporation, this results in increased operational efficiency, improved consumer interaction, and increased brand advocacy.

Steve Lyons, director and owner of Re-Fashion, said that at Re-Fashion, they're dedicated to establishing fashion circularity and re-use, but they needed a mechanism to track every item they sold so they could encourage its return. The recycling strategy becomes easier to implement by connecting their approach with EVRYTHNG's technology, which creates digital identities for goods either at the moment of manufacturing or as they're processed by their team.

Sue Fairley, Head of Sustainability, New Look said that they don't want consumers to throw away their items, but they know they get bored with them, which is why circularity is so crucial for the fashion business. They can't keep depleting the world's resources, and technology has now advanced to the point where they can solve those issues and deliver the 'kind' product.

Cyrus Gilbert-Rolfe, CRO at EVRYTHNG, said that what's particularly exciting about this union is that they're already working with the premier fashion brand, New Look, to support their sustainable initiatives further. More brands retaining more clothing in the circular economy is what they need. That's good for the brand, good for the customer, and good for the planet's future.