Tesco’s fashion brand F&F will be introducing “digital passports” across its clothing range amid a ramped-up crackdown on sustainability by the European Union (EU), according to reports.
Each item within the brand’s fashion collection will now feature the tool, which provides customers with information about products, including where they were sourced, as first reported by The Telegraph.
The news comes in response to the EU’s focus on sustainability, which is set to increase over the coming years as it introduces new regulations to reduce greenwashing and welcomes stricter environmental standards across several industries.
It is understood that companies failing to meet the new requirements will be subject to fines and could be prevented from selling goods in the EU.
Requirements are also expected to be introduced in regard to how retailers manage their stock, as well as a new ban on destroying unsold clothes.
Tesco head of technical Joe Little said: “Digital product passports represent an important step forward, encouraging and promoting sustainable and circular practices.”
Tesco follows in the footsteps of fashion retailer Nobody’s Child, which partnered with tech company Fabacus to introduce digital product passports to one of its collections last year.
At the time, Nobody’s Child said the launch was part of the fashion retailer’s strategic focus on transparency within retail and part of a bid to encourage shoppers to make “conscious choices”.
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