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Avery Dennison has partnered with lifestyle brand UpWest, and ReCircled, an apparel and footwear recycling and reuse-focused organization, to demonstrate how its Digital Care Label technology can be used in an upcycling context and provide a brand experience.

According to current legislation, all garments sold must have a physical care and content label to communicate product information, such as washing instructions and material composition. Avery Dennison’s Digital Care Label offers this information through a digital experience that showcases to consumers the sustainability story around the garment’s origins and where they can dispose of it.

Lifestyle brand UpWest is continually seeking ways to benefit the planet. As part of this mission, it began exploring how upcycling could extend the life of products, particularly its existing sweater inventory. In partnership with ReCircled, a collection of upcycled chenille items was developed; cozy winter blankets, dog sweaters, and mittens launching online in October.

Consumers will have the opportunity to scan the QR code at purchase with Avery Dennison’s Digital Hang Tags and post-purchase via Avery Dennison’s Digital Care Label. Helping engage consumers, the QR code on these tags and labels can be scanned, taking shoppers on a journey: the digital experience outlines the item’s story, provides guidance on garment care, and allows them to engage closely with the UpWest brand.

Sarah Swenson, global senior sustainability manager, Avery Dennison RBIS, said: ‘This pilot provides a great way for consumers to engage sustainably with these comfort-focused lines. UpWest and ReCircled have created an enticing narrative that will allow customers to feel positive about making eco-friendly choices.’

Rob Smith, director of production and sourcing at UpWest, added: ‘We wanted to combine both upcycling and new ways to interact with our consumers. Avery Dennison provides a holistic solution that allows us to pique consumers' interest and is game-changerer in terms of giving us another route to share our story and our purpose.’

‘This collaboration is championing the digital technology that will truly support the circular economy in practical terms,’ said Scott Kuhlman, CEO of ReCircled. ‘As well as providing the end-to-end data visibility, Avery Dennison has extensive knowledge of the supply chain and can track and collate item and materials data from the purchase experience right through the circular journey to re-use.’