The brand has added unique QR codes to the care labels of its product with the initial rollout covering the Happy Place Fearne Cotton collection. DPPs are planned to be on all of its pieces by the end of next year.For now, the Fearne Cotton collection with the DPPs is available via its webstore and physical stores, as well as at key retail partners including M&S (which is a major investor in the company), John Lewis and ASOS. 

The DPPs can be easily scanned by a smartphone with each QR code taking the customer “on a detailed journey of that product’s creation, a level of transparency CEO Jody Plows has been on a mission to introduce”.The initiative has also been designed with upcoming EU product transparency legislation in mind, “ensuring that all key product information is captured and catalogued, future-proofing NC as it pursues a global retail strategy”. The tech is powered by specialist company Fabacus using its Xelacore platform to track and translate the gathering of numerous data points.On scanning the QR code on the care label, consumers will be taken to a landing page that includes the product’s lifecycle carbon footprint. The page will also provide product care advice to boost durability, as well as links to circular service partners for repair/alterations, rental and pre-loved. The company aims to drive exploration of the DPP via incentives such as gifts and the ability to download a unique non-fungible token (NFT) by way of a digital receipt, “via a further collaboration with Coinbase to bridge the customer-to-brand gap”. The firm said that the Coinbase partnership enables it to connect to its customers “using Web3 technology, and users will be able to store the Nobody’s Child Digital Product Passport NFT within a Coinbase digital wallet”. CEO Plows said that “working with Fabacus and Coinbase, is a huge step forwards in our journey towards full traceability and transparency. We know that our Nobody’s Child customers want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.”