ASKET on Traceability, Transparency and Digital Product Passports
Transparency and traceability are central issues for the Swedish fashion company ASKET. According to co-founder Jakob Dworsky, it is not only about showing where the materials come from, but also about educating customers on what it actually takes to produce clothing – and thereby encouraging more conscious consumption.
– Our goal is to trace our products through every step of the process, all the way from the raw material’s origin, for example a wool farm, to the finished garment. On our website we openly disclose this information, along with production costs and the product’s climate impact in terms of CO2, water, and electricity, he says.
To make the information tangible for customers, ASKET integrates traceability into the garments through a specially designed label. After each purchase, customers also receive an “Impact Receipt,” detailing resource use and environmental impact.
The Potential of Digital Product Passports
Although ASKET is not yet actively working with digital product passports, Jakob Dworsky sees several opportunities. He points out that comparable information can spark greater interest and support better decisions among customers, while also giving brands a platform to interact with customers after purchase.
– For the industry at large, digital product passports could provide the foundation for significantly improved circularity, he says.
Challenges and Needs
ASKET already has access to much of the information that is required, but currently lacks the system support needed to manage it efficiently. Here, SwePass can play an important role.
– We hope to share experiences with other brands as well as potential partners, says Jakob Dworsky.
For ASKET, participation in SwePass is therefore less about an immediate technical need and more about contributing to, and benefiting from, shared learning within the industry.
Customer Experience
For customers, the changes may at first be subtle. Much of the information is already available on ASKET’s website. Over time, however, digital product passports could make it more accessible, particularly in-store. In the longer term, they could also enable new services, such as repair and reuse.
