Apparel Industry Innovators Launch Digital Sustainability Initiative to Shape the Future of Sustainable Fashion

Posted  May, 2020

Avery Dennison joined forces with The R Collective to digitize The R Collective's upcycled
Denim Reimagined collection, supported by Levi’s®, to minimize jeans’ climate impact and lead with sustainability in consumer care.

The way consumers wash, dry and dispose of clothing contributes to 37% of clothes’ total climate change impact. Together, we spearheaded an innovative initiative to address this significant sustainability challenge facing the apparel industry. 

Unique to The R Collective’s Denim Reimagined collection, Avery Dennison provided innovative product labeling, made from recycled materials and using zero-waste water-soluble materials, which is then digitally activated with our in-house solution. Consumers can scan the unique QR code on the garment’s care label to discover information on the clothing item and receive one of four different sustainability messages and videos each time they scan including: Product Journey; Sustainable Consumer Care Education; Restyle, Repair, Reuse; and Denim Reimagined Story.

“Working Avery Dennison, we are quite literally turning each clothing item into a direct-to-consumer channel to educate and engage consumers with our denim’s sustainability, while also providing the product authenticity and transparency information they demand.”

Christina Dean, founder The R Collective and Redress

To signify the collection launch, The R Collective launches its #WearAndCare global sustainable consumer care campaign to educate the public on the importance of sustainable clothing care. In support of The R Collective campaign, Avery Dennison created a range of woven label patches with messages, to remind consumers to lower their washing temperature and be mindful of sustainable care. 

Outside of New York CDIC, mannequins
This innovative collaboration initiative is one of the many examples of how Avery Dennison is working with other industry collaborators to drive sustainable change. 



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