The Denim Reimagined project, created by Hong Kong upcycled apparel company The R Collective and supported by Levi’s, aims to take traceable fashion to a new level going beyond supply chain traceability.
The nine-piece denim collection is accompanied by scannable garment labels that offer four digital “experiences” to customers, including supply chain information, less energy-intensive washing and drying tips, restyling tips to prolong the life of the clothes as well as advice on recycling the garment at the end of its life.
The information stored in the label’s QR code is produced by digital ID label makers Avery Dennison and Internet of Things platform Evrythng and can be scanned with a smartphone. The capsule collection is now available for pre-order on The R Collective site and in the Levi’s store in Hong Kong mall K11 Musea from 11 May. The garments are also upcycled, constructed using Levi’s aged inventory to demonstrate a use for denim waste.
“Creating a digital engagement and a digital trigger on a garment is one way that we’re helping to inform consumers,” says Mike Colarossi, vice president of innovation, product line management and sustainability at Avery Dennison.