“With one Digital ID for every product, we can bridge the digital and physical — to increase the intelligence, sustainability and services associated with each item. We’re able to link important data about the origin and impact of materials to the associated physical item, as well as prove its authenticity …

“Through the Digital ID, our products become a continuous gateway to customers, creating a new channel for storytelling, aftercare, styling advice and sustainability information, along with services for recycling. By bringing more information to customers, we can build trust and encourage participation in circular models.”