Authentique reported in Fashion as ‘The First Movers of the Digital Product Passport’
Authentique has been featured in digital and physical magazine ‘Fashion’ authored by Elizabetta Fabbri which was distributed at Pitti Fashion Fair this week and found online - from page 103 - here.
The article, written in Italian but translated to English here, uncovers that by 2030, every textile product sold in the European Union will need a digital product passport (DPP). Although the legislation is not yet finalised, some companies, including SMEs, are already testing tailor-made technologies, which are gradually proving to be opportunities beyond compliance requirements (which are already challenging, starting with tracking products and measuring their impact). It goes on to report that luxury consumers can verify the authenticity of a product by scanning its digital fingerprint. Conceptually similar to a human fingerprint, it is one of the less invasive identification options for commercial use. It incorporates thousands of identification elements but does not require “touch” or physical “additives” (such as NFC, QR codes, or barcodes that can be removed or counterfeited, may not fit certain items, and are difficult to recycle).
Authentique was established in 2021 to combat counterfeiting, the gray market, and fraudulent returns. Currently in its beta testing phase, it works with luxury brands across Europe and Asia and has developed technologies for DPPs. A July agreement with the American company Aitheon allowed the integration of advanced vision technology, AI FeaturePrint, into their app. Now, a simple photo taken with a smartphone can quickly identify a product, applicable in both B2C and B2B contexts.
Aligned with other providers, Simon Lock, co-founder and CEO of The Ordre Group, views digital passports positively for creating engaging experiences that build trust. “Opportunities are created through interactive storytelling, and thanks to product authentication and property traceability, resale value is enhanced within the scope of circular fashion initiatives,” he explains. “Brands can create personalized experiences while gathering information about consumer behavior to support future marketing strategies. The DPP,” Lock continues, “can include, beyond compliance with European standards, behind-the-scenes videos and demonstrations on how to care for the product.”
Photos deepen concepts of craftsmanship and authenticity and showcase heritage, potentially spanning archival images and sketches. Brands can design video games and augmented reality experiences or offer rewards when users complete specific tasks. Other options include access to tools for customization and previews of modifications. It is also a vehicle for sending style tips and messages from designers to buyers. Consumers who have made multiple purchases can even manage their own digital inventory.
The Digital Product Passport (DPP) was introduced by EU Regulation 1781/2024 on June 13, concerning the eco-compatible design of sustainable products (ESP). This regulation, effective since last July, requires additional legislation for full implementation. In the first months of 2025, the European Commission will present a work plan—lasting at least three years—for the enforcement of the Regulation. This will include a list of affected products, which will be subject to specific delegated acts.
The DPP, a cornerstone for the Regulation’s implementation, is an informative document that records digitalized data on sustainability, circularity, and legal compliance of a product, covering its entire life cycle. The data must adhere to open, interoperable, structured, and easily consultable standards.
The DPP is a complex and detailed tool requiring interventions on both regulatory and technical levels. For the issuance of secondary legislation, the Commission has established an expert group (Ecodesign Forum) to contribute to drafting the delegated acts, with the first call for contributions already underway. Guidelines for suppliers and services are expected by December 2025.
From a technical perspective, the European standards committees CEN and CENELEC are working on defining harmonized technical standards, which will enable the full implementation of the DPP system. The outcome is also expected by December 2025. The full system rollout will require collaboration with the market to address practical implications.
The DPP integrates into the existing regulatory framework for product regulations and is vital for ensuring harmonized standards.
Currently, Italy’s digital commerce consortium Netcomm, alongside its network Ecommerce Europe, is actively collaborating with companies to provide input and contribute to the ongoing debate.
Through a single portal, the DPP is seen by the French entrepreneur as a tool that allows sales staff to access detailed product information and gives clients a more engaging experience. For multi-brand retailers, it guarantees transparency across different product lines, with positive impacts on trust and purchasing decisions.
It also supports resale, returns, and repairs by presenting verified registrations. This applies online as well, where virtual try-on features enhance shopper engagement. The return on investment, according to Simon Lock, can be established, although it often depends on specific goals and the company’s implementation strategy. “The benefits,” he specifies, “are measurable, such as increased consumer trust, higher resale value, a decrease in counterfeiting, simplified returns, and greater compliance with sustainability regulations. Over time, these benefits translate into financial returns through increased customer loyalty, operational efficiencies, and an improved lifecycle value for the product.” Furthermore, advanced analyses of interactions with the DPP can provide valuable information for targeted marketing and product improvements, further increasing ROI. “Although the DPP technology is traditionally adopted by large companies,” adds the digital innovation expert, “it is becoming increasingly accessible to SMEs, thanks to lower costs and the emergence of user-friendly solutions.”
This article written by Elisabetta Faberi was translated from Italian to English with Google Translate.
Read the full article here. >