Nobody’s Child Expands Digital Product Passport Program

Nobody’s Child is making transparency part of everyday fashion. Since 2023, the brand has been rolling out Digital Product Passports (DPPs)—a simple QR code that connects customers to the full story behind their clothes. From fabric sourcing to production, resale, and recycling, each passport shares over 140 data points collected across 10 suppliers.

The journey began with three capsule collections in collaboration with Fearne Cotton and Fabacus. In August 2024, the team launched a denim-focused pilot with Chottani, followed by trials using Fairly Made’s traceability software. These pilots helped refine the process and prepare for upcoming EU sustainability regulations, which will require brands to provide detailed product lifecycle data.

So far, Nobody’s Child has introduced DPPs to 112 styles, with over 20,000 QR scans by customers. The response has been encouraging—people are engaging with the data and valuing the transparency. Harriet King, Operations Manager at Rechain, noted, “When people can see the full journey, they value the garment more”.

The brand’s efforts have earned six industry awards and laid the groundwork for full-scale implementation by Autumn/Winter 2025. With four successful pilot projects completed, Nobody’s Child is showing how traceability can be scaled without losing sight of simplicity or customer experience.