What is a Digital Product Passport
- Rodica
- Aug 27
- 2 min read
And Why Smart Fashion Brands Are Getting Ahead of DPPs Now
Right, let's sort this out once and for all.
You've probably heard whispers about Digital Product Passports (DPPs) floating around LinkedIn, seen them mentioned in those EU regulation updates that make your eyes glaze over, or had a buyer casually drop it into conversation like you should obviously know what they're on about.
Here's the thing in plain English: a DPP is basically a digital CV for your products.
Think of it as a scannable record that tells the complete story of each item you make.
What materials went into it, where they came from, how to care for it properly, and what to do when it reaches the end of its life.
It's like having a really organised, really honest friend who remembers absolutely everything about your products and can tell anyone who asks.
But here's where it gets properly serious.
The EU isn't messing about with this one.
By 2027, if your product doesn't have a DPP, it literally cannot be sold in the EU.
No passport, no party.
And before you think "well, we'll just focus on the UK market then," remember that most fashion SMEs rely heavily on EU sales, EU suppliers, or both.
This isn't just another bit of paperwork that big brands can throw money at whilst SMEs get left behind.
Actually, smaller brands have a massive advantage here because you're nimble, you know your supply chains personally, and you don't have layers of bureaucracy slowing you down.
The brands getting ahead of this now are the ones who'll be laughing in 2027 whilst their competitors scramble.
The brilliant thing about DPPs is they're not just about compliance.
They're about proving your sustainability claims with actual data instead of pretty marketing speak.
When a customer scans your DPP and sees exactly where their jumper came from, how it was made, and how to make it last forever, that's proper transparency.
That's the kind of trust you can't buy with Instagram ads.
Ready to get started?
Select other and write DPP checklist.
And find out exactly where your brand stands.
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