New Zealand-born outdoor-wear retailer Kathmandu has launched digital identification tags in a bid to heighten transparency with its consumers.
A unique Digital ID will be sewn into all newly launched Kathmandu Heli R down jackets. The Heli R jacket is the new version of its original Heli, which is 25% lighter and more compressible. It uses 100% recycled materials everywhere possible, according to Kathmandu, including face, liner and zipper fabrics, trims and labels.
Consumers can use their smartphone to scan the jacket’s QR code to learn item-specific information, including its design and manufacturing process, the factory it was made in, the materials used to make it and repair information.
Kathmandu expects traceability and re-sell recommendations to be included in the future.
GM of product Robert Fry said the purpose of Digital IDs is to deliver greater transparency to its consumers.
“As a certified B Corporation, we balance people and planet in all elements of business,” Fry said. “We have bold ESG targets, with a commitment to divert 90% of our waste from ending up in landfill by 2030.
"Partnering with Eon is an innovative step towards our circularity ambitions, helping shift customer mindset to think circular, by giving them the option to repair their product and eventually access to resale and recycle information for when their Heli R is no longer serving them but is still in excellent condition to serve someone else.”
The Digital IDs are expected to roll out across a range of Kathmandu products in the future.
The Heli R is available in-store and online.