Circular journey documentation and engagement tool
Client: Minimum
Solution: EcoTag
Minimum launched a new line of circular fashion collections using old, obsolete Minimum styles converted into new fabrics to address the issue of excess production that is endemic in the fashion industry. With EcoTag, Minimum is able to enhance the consumer experience by sharing and allowing them to be a part of the product journey towards circularity and sustainability.
“Minimum and large parts of our industry are making huge progress in thinking and operating more responsibly, but there is still a long way to go, and we want to be a part of setting new standards. We already do a lot to minimize overproduction, but it happens and when it does, we believe that it is better to find ways to reuse our own products than to discharge them and compensate by planting a tree somewhere. We strongly believe that we should start by cleaning up our own mess,” says Steen Engelbrecht, CEO of Minimum.
EcoTag provides product journey transparency and documentation for Minimum’s sustainability related initiatives and certifications. It’s a tool to communicate the style’s circular process on every item. It uses dynamic tags to drive traffic to Minimum “Impact 01: Remade” collection.
An innovative journey towards circular fashion
The Danish brand Minimum, established in 1997 is known for creating contemporary classics, designed with a modern Nordic aesthetic. The brand is represented in 14 markets across Europe and Canada at 1.200+ retailers.
In collaboration with the Danish textile production and innovation company Textile Pioneers, Minimum is able to achieve circularity in a product-to-fiber-to-product process. This innovation is said to be a game changer for the fashion industry.
Minimum is using EcoTag to communicate its circularity story directly to consumers. With EcoTag, Minimum is able to create item-specific content with the option to add relevant documentation, such as third-party certifications, multimedia footage of the product journey, and accreditations.
Every item becomes an instant portal for consumer engagement, it allows buyers to directly communicate with brands and relate more to sustainability stories and initiatives that the brand stands for.
Sharing the product's sustainability journey
By scanning the code on the styles, the buyer can verify the item using blockchain.
The codes and core product information is stored on blockchain and cannot be tampered.
The consumer can assure:
This product is genuine
Sustainability documentation
Product data
Engage directly with Minimum through social media or direct messaging
By scanning the code, the user can access full insight about the product’s sustainability and access further information about their sustainable collection.