As EU regulations push for full supply chain traceability, apparel brands are facing a new wave of compliance complexity – this time driven by data. Digital Product Passports (DPPs), central to Europe’s circular economy legislation, are meant to bring transparency to every garment. But implementing them has proven to be one of the industry’s most technically challenging mandates yet.

What looks simple on the surface – scan a QR code, view a product’s lifecycle – is hiding massive infrastructure problems underneath. From legacy system integration to data privacy compliance, brands are grappling with what may be the fashion industry’s most demanding digital transformation to date.

A Supply Chain Challenge Wrapped in a Data Problem

At the core of the challenge is data. DPPs require brands to gather, standardize, and maintain a vast amount of product information – from raw material origin and carbon footprint to repair history and recyclability. But most brands operate across fragmented supply chains, with each supplier using their own systems, formats, and capabilities.