Putting circularity at the heart of design
The future of fashion is circular but right now the industry has much to do to become ethical, efficient and sustainable. Whistles’ Sustainable Trainer Project was all about tackling this challenge head-on, by creating three new pairs of shoes with circularity at the heart of their design.
Success meant going back to the design process and redefining standards to instill quality, craftsmanship and innovation that would create footwear that could be well-loved, long-lasting and, ultimately, recycled and reused.
By interweaving Avery Dennison’s Digital Solutions, Whistles unlocked digital consumer engagement, and sustainability through a comprehensive digital infrastructure.
Making big ideas into impactful realities
Avery Dennison Digital Solutions take consumers on a journey to learn more about their purchase. By scanning the Digital Care Label, consumers could gain access to key sustainability information including where their footwear came from, what it was made of, and how to care for it.
Crucially it offers total transparency about the product’s environmental impact, bringing more accountability through traceability. And, by prompting customers to explore sustainability further, the Digital ID empowers customers to ‘close the loop’ by showing them how to recycle their shoes at the end of their lifespan.
By innovating to find new opportunities in sustainability and consumer engagement, Whistles have lived up to the promise of the Responsible Trainer Project.