Kathmandu, Australia and New Zealand’s leading outdoor brand has announced it is the first ANZ brand to partner with technology platform, EON, to introduce Digital ID’s.
Digital IDs, powered by EON, engage customers through storing and recording a product’s history in order to tell its story from manufacture through to customer use, resale, reuse and recycling. Accessed through a QR code, Digital IDs provide customers with their products information through a unique URL.
A unique QR code will be sewn into every Kathmandu Heli R down jacket, a reimaged version of the original Heli jacket, made 25 percent lighter and more compressible, using 100 percent recycled materials everywhere possible. Through the use of a smartphone, customers can scan their jackets code in order to view item-specific information including the design and manufacturing process, the factory it was made in, any repair information and eventually, traceability and resell recommendations.
Digital IDs deliver greater transparency to customers on the way their clothes are made. This initiative also involves Kathmandu customers in circularity, by building a greater understanding of a product’s lifecycle.
“As a certified B Corporation, we balance people and planet in all elements of business. We have bold ESG targets, with a commitment to divert 90 percent of our waste from ending up in landfill by 2030,” said Kathmandu General Manager of Product, Robert Fry. “Partnering with EON is an innovative step towards our circularity ambitions, helping shift customer mindset to think circular, by giving them the option to repair their product and eventually access to resale and recycle information for when their Heli R is no longer serving them but is still in excellent condition to serve someone else.”
This marks the beginning of Kathmandu’s Digital ID journey, with ambitions to build traceability and resell components into a customer’s experience across a range of products over time.
