Dutch firm Aware highlights fashion sustainability education

25 May '23

1 min read

Pic: Aware/LinkedIn

Insights

Aware co-founder, Feico van der Veen, has advocated for increased transparency and consumer education in sustainable fashion.
Noting the growing consumer interest in sustainability, he highlighted the need for clear distinctions between sustainable and non-sustainable clothing.
By 2030, he expects the mandatory DPP to aid in this transparency.

As clothing production skyrocketed from 2000 to 2015, the lifespan of garments alarmingly decreased. Feico van der Veen, co-founder of Dutch start-up Aware, recently highlighted the urgent need for consumer education in sustainable fashion in an interview with Fibre2Fashion.

He cited Bain & Company’s recent survey which indicated consumers’ readiness to embrace sustainability but also their struggle to distinguish between sustainable and non-sustainable clothing.

“Brands can accelerate and capitalise on this huge opportunity by increasing transparency to reduce the information gap. I believe that legislation will be the most important drive and force towards more sustainable fashion, like the French AGEC (Décret n° 2022-748). By 2030, a Digital Product Passport (DPP) will be mandatory for each piece of sustainable fashion. This kind of regulation will make a real change,” van der Veen told F2F.

According to him, the Aware Virtual ID (DPP) will serve as a tool for brands to provide accurate information and transparency, enabling consumers to make informed choices. This regulatory step is set to bring about a ‘win/win/win’ scenario for brands, consumers, and the planet, resulting in real, tangible impact savings.

Click here to read the full interview.

Fibre2Fashion News Desk (NB)

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