Product traceability and supply chain mapping company TrusTrace and online fashion retailer Asos have officially announced their partnership.
First revealed on stage at Retail Technology Show in April during Green Retail World editor Ben Sillitoe’s panel debate with Asos, Currys, and the British Retail Consortium, the tie-up is a comprehensive arrangement aimed at strengthening Asos’s risk management and supporting sustainability-related compliance across its value chain.
According to a joint statement from the businesses, released on Tuesday 2 September, TrusTrace will help Asos gain real-time visibility into its supply chain, down to farm level – or tier five.
By integrating TrusTrace’s software, Asos hopes to gain timely access to data that will support proactive decision-making, due diligence, and compliance.
Elena Martínez Ortiz, executive vice president of product at Asos, said: “Our partnership with TrusTrace is a key milestone in our updated ‘Fashion with Integrity’ programme.
“TrusTrace enables us to improve product traceability, helping us meet compliance standards, understand and address risks, and boost resilience in our supply chain by supporting our suppliers to implement improvements.”
Shameek Ghosh, CEO & co-founder of TrusTrace, remarked: “Asos’s decision to partner with TrusTrace reflects a growing industry shift toward data-driven accountability and ethical transparency.
“Our platform will empower Asos with high-resolution supplier data, centralise documentation, and seamlessly integrate with existing systems to streamline and future-proof compliance and sustainability efforts.”
TrusTrace already works with fashion and footwear retailers New Look, Adidas, and Brooks, among other international brands.
In July 2022, Asos was one of three retailers – along with Boohoo and Asda George – to be placed under the spotlight by the Competition and Markets Authority’s (CMA) then newfound powers to clamp down on misleading ‘green’ claims in marketing. As a result of the CMA investigations, the companies signed a declaration to only use accurate and clear sustainability-related claims, with Asos proactively removing its ‘Responsible Edit’ range as part of its cooperation with the watchdog’s review.
[image credit: TrusTrace]
