Sustainable Apparel Coalition Partners with Avery Dennison and EVRYTHNG, Exploring New Age of Brand Transparency

Published April 12, 2017
By Muchaneta Kapfunde

A pioneering partnership with the Sustainable Apparel Coalition (SAC) and Avery Dennison Retail Branding and Information Solutions has been announced. The partnership explores how suppliers, manufacturers, retail brands, and consumers can access and engage with sustainability information by interacting with digital identities on products.

We have written quite a bit about the work that Avery Dennison and EVRYTHNG have done but we have not yet explored the work that the Sustainable Apparel Coalition (SAC) does. Describe as  the apparel, footwear and home textile industry’s foremost alliance for sustainable production, the Coalition’s main focus is on building the Higg Index. It is a standardized supply chain measurement tool for all industry participants to understand the environmental and social and labor impacts of making and selling their products and services. By measuring sustainability performance, the industry can address inefficiencies, resolve damaging practices, and achieve the environmental and social transparency that consumers are starting to demand. By joining forces in a Coalition, we can address the urgent, systemic challenges that are impossible to change alone.

“The Higg Index allows SAC members to take full accountability for their environmental and societal impact.”

Looking to get their voice heard SAC are part of a groundbreaking collaboration which begins with the launch of a smart products pilot program leveraging EVRYTHNG’s platform and Avery Dennison’s sustainable unique identity labels, coupled with the SAC’s industry-leading Higg Index. The Higg Index is a standardized measurement tool that enables brands, retailers, and manufacturers of any size to understand their environmental, social, and labor impact and identify areas of improvement. The pilot program enables participating brands to test how Higg Index performance information can be shared directly to consumers and other stakeholders via unique digital identities and smart labels on products.

Last year EVRYTHNG switched on their ‘born digital’ campaign. Working together with Avery Dennison, the global leader in apparel and footwear branding, the two companies daringly announced their plans to enable a minimum of 10 billion smart clothes (apparel) and footwear products. Since taking on this challenge they have worked with the likes of Sarah Angold and NY label Rochambeau. It has been through theseglobal packaging partnerships, that EVRYTHNG has digitize various brands products at the point of manufacture with software identities in the cloud. These #BornDigital™ products allow brands the ability to capture and share sustainability information anywhere in the supply chain—delivering incremental business value while providing consumers with greater product transparency, which they can use to make informed purchasing decisions rooted in sustainability.

On their work thus far, Andy Hobsbawm, Co-founder and CMO at EVRYTHNG shared with a, “Sustainability has the power to influence consumer purchase behavior.” He continues, “Through our partnership with the Sustainable Apparel Coalition and Avery Dennison, we’re giving some of the leading apparel brands the ability to explore how to use cloud-connected digital identities on their products to be increasingly transparent with consumers about their sustainability credentials in order to build and strengthen their direct customer relationships.”Regarding the new way to take environmental accountability Jason Kibbey, CEO at the Sustainable Apparel Coalition adds, “The Higg Index allows SAC members to take full accountability for their environmental and societal impact. The introduction of unique digital identities on products provides a new and better way for brands to capture and share this information. Our partnership with EVRYTHNG and Avery Dennison accelerates our progress toward realizing a vision of consumers using the Higg Index to evaluate and influence the product choices they make.”

Committed to providing responsible, innovative solutions to customers,thus us a collaboration that could further help leading apparel and footwear brands create value and drive innovation, while also delivering positive social and environmental impact. The EVRYTHNG, Avery Dennison, and SAC On-Product Sustainability and Transparency pilot program will run between May and July 2017