Avery Dennison Partners with Swijin to Close Circularity Gap

Avery Dennison announces its partnership with Swijin, a Swiss-based revolutionary and sustainable performance wear brand. Three new sustainable and digitally connected products from the SwimRunner collection by Swijin are available online, each featuring Avery Dennison’s Digital Care Labels, powered by atma.io connected product cloud.

Virtually stitchless, silky-soft and ultra-fast drying (80% faster than standard sportswear and swimwear), the SwimRunner collection allows athletes to alternate between land and water sports. The SwimRunner Bra, Sports Brief, and Biker Shorts are digitally connected, having a scannable QR code on the heat transfer care labels. This new collection demonstrates how Digital Care Labels in the garments can provide transparency and support fashion’s circular economy.

Current legislation states all garments sold must have a physical care and content label to communicate product information, including washing instructions and material composition. Avery Dennison’s Digital Care Label takes the traditional care label one step further, providing information digitally, and helping brands prepare for incoming legislation changes.

The Ecodesign for Sustainable Products Regulation will mandate Digital Product Passports, possibly as soon as 2024, while in the US, the AAFA is advocating towards the US Congress for digital labeling of apparel. Both legislations are to boost supply chain transparency and help brands meet environmental goals. It’s likely that compliance with these new laws will only be possible with digital ID technology embedded in garments, such as the Digital Care Labels Avery Dennison is supplying Swijin.

By scanning the QR code with a smartphone, and landing on a custom-built experience, consumers can learn about their garment’s history, its sustainability story, guidance on garment care, and the best way to dispose of it after use.

Swijin is constantly seeking new ways to benefit the planet with all products enabled for repair, resale, or recycling. On the brand side, digital product information can help Swijin communicate product specifications, and inform customers of how to recycle each item. To support this process, Swijin has partnered with a Swiss molecular recycler who can separate mixed fibers and extract valuable raw materials.

Avery Dennison’s Digital Care Label will help commercial textile recyclers, by giving them composition information ensuring garments are recycled in the right way. Avery Dennison’s Digital Care Labels link to atma.io, Avery Dennion’s data-rich connected product cloud. This will help brands like Swijin communicate with their consumers, and recyclers, at every stage of the garment life-cycle, providing a high degree of visibility in their supply chains.

Michael Colarossi, vice president, innovation, product line management and sustainability, Apparel Solutions, Avery Dennison says: “This new partnership is further evidence of the vital need for digital technology across the apparel industry. Not only do the Digital Care Labels provide consumers with essential information such as data and end-to-end solutions about Swijin’s garments, but they also provide a range of post-use options unlocking the potential of a more circular economy.”