Dewey – the petit clothing brand which launched last year and counts Paralympian and broadcaster Ellie Simmonds as an ambassador – has deployed digital product passports (DPP) on its garments.
Working with data company Fabacus, the fashion brand designed exclusively for for adults 4ft to 5ft 4in has activated the passports across its ranges to build product transparency.
Consumers can access verified product data via a scan of a QR code on garment label, gaining information such as material composition, provenance, care instructions, sustainability data and lifecycle guidance, as well as the opportunity to access exclusive brand deals and experiences.
Fabacus has already helped its own sister company Nobody’s Child introduce DPPs at scale, as well as Tesco clothing brand F&F.
Chamiah Dewey, Dewey founder and designer, commented: “Our goal at Dewy has always been to create clothing with fit, quality and responsible production at our core, addressing our underserved audience.
“Partnering with Fabacus to introduce DPPs allows us to show our community exactly what goes into their garments, as well as connect with them directly to offer supply chain accountability and greater engagement opportunities at the point of purchase. We’re proof that you don’t have to be a large global retailer to lead the way on transparency and circularity in fashion.”
Jamie Beck, Fabacus senior vice president of sustainability & compliance services, remarked: “Dewey’s values represent the future of fashion; inclusive, community-driven, and committed to responsible growth.”
He added that by using DPP technology, the brand is showcasing how “data-driven transparency” can be central to any company’s strategy, whatever size they are. And he noted that Dewey joins “a growing movement of retailers leading the shift toward circularity, compliance and realising the wider engagement opportunities and commercial benefits that DPPs can provide”.
Dewey, which officially launched in September 2024, is hosting a pop-up at Westfield White City London, until 24 December. Visitors can scan QR codes to explore live product data in a real retail environment.
[image credit: Fabacus/Reconomy]
