As regulatory pressure mounts and consumers demand greater transparency, fashion brands are under increasing pressure to track and disclose every step of their supply chains. Digital product passports (DPPs) — which embed detailed product data via a scannable digital format — will be one of the key tools to achieve this. And they will become mandatory for all garments sold within the European Union by 2030.
London-based fashion brand Nobody’s Child has been an early mover in implementing DPPs, partly because owner Andrew Xeni also runs a data platform called Fabacus. Nobody’s Child has conducted multiple DPP pilots since 2023 and now plans a full rollout across all product categories by late 2025. But the process has not been without its challenges, from supplier onboarding to data collection and integration.
Here, Nobody’s Child CEO Jody Plows discusses the business case for DPPs, the hurdles the brand has faced, and what other fashion companies can learn from its experience.
Vogue: You’ve been piloting DPPs since 2023. What stage are you at now?
We’re at a really exciting point where we’re gearing up for a full rollout. The plan is for all our Autumn/Winter 2025 products to be scannable with a DPP. That means every garment going into production from summer 2025 will have a QR code linking to detailed product data. So far, we’ve done four pilots — starting with denim and recently expanding to 50 styles across seven suppliers.
Vogue: What have been the biggest challenges so far in implementing DPPs?
The biggest challenge is that DPPs require a huge amount of data — about 110 data points per product. Historically, fashion supply chains have been opaque, and suppliers aren’t used to sharing this level of detail. We’re asking them for everything from fibre origins to energy sources. It’s a massive mindset shift.
We’ve also had to figure out the logistics of applying unique QR codes to every product SKU, ensuring they’re correctly linked to the right data and integrating all of this into our supply chain processes. It’s been like air traffic control at times!
Vogue: How have suppliers responded?
Many of our suppliers have been with us for years and have been incredibly supportive. They see the industry shifting in this direction, especially with upcoming EU regulations. But we’ve had to guide them through it. Some of the questions we’re asking, like where their yarns come from, aren’t things they’ve necessarily tracked before.
That’s why we’ve taken a phased approach. With each pilot, we’ve learnt more and adjusted how we work with suppliers to make the process smoother.
Vogue: You mentioned reaching Tier 5 traceability — why go that deep?
Tier 5 means tracing fibres back to their very source — whether that’s a cotton farm or a recycling facility for synthetic materials. We initially debated stopping at Tier 3, the suppliers that work with the raw materials, which is more common in the industry, but we decided to push further.
It’s been eye-opening. We’ve uncovered insights that we wouldn’t have known otherwise, like which suppliers are using renewable energy. This level of data allows us to set better sustainability targets and identify risks, whether that’s forced labour concerns or materials sourcing in water-stressed regions.
Vogue: How does the DPP benefit your customers?
At its core, the DPP is a transparency tool. Customers can scan a QR code and see exactly where their garment came from, its carbon and water footprint, and even care and repair options. It’s also about circularity — linking customers to resale and rental services to extend a product’s life.
We’ve found that our customers want this information. We run quarterly surveys, and there’s a clear demand for more transparency around sustainability. Content about how products are made is increasingly popular on social media, so this aligns with broader consumer interest.
DPPs will require unprecedented transparency in global supply chains and enable greater circularity. There are potential benefits beyond compliance with incoming EU legislation, but challenges remain.
Vogue: What about third-party retailers like Marks Spencer (M&S)? Do they have access to this data?
If a customer buys a Nobody’s Child product at M&S and scans the QR code, they’ll be directed to our website to view the DPP. However, we don’t currently share the raw data with retailers. This is something we may explore as more brands and retailers align on DPP standards.
Vogue: Given the complexity, why commit to DPPs now?
We see this as the future of responsible fashion. Regulations are coming, and eventually, all brands will have to implement some form of digital traceability. By moving early, we’re not only staying ahead of compliance but also setting a foundation for long-term growth. If we tried to implement this retroactively in five years, it would be much harder.
It’s also a competitive advantage. Customers are becoming more informed, and transparency builds trust. The industry is shifting towards accountability, and we want to lead that change rather than react to it.
Vogue: What advice would you give other brands looking to implement DPPs?
Start with your suppliers: bring them on the journey from day one. Show them why this matters and how the data will be used. Test in phases: our pilot approach allowed us to troubleshoot before scaling. Invest in the right tech partners. And think beyond compliance — DPPs aren’t just about meeting regulations; they’re a tool for improving sustainability, traceability and even internal efficiency.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
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