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Digital Product Passports (DPPs) are no longer just a regulatory concept discussed in EU policy documents. In fashion and luxury, several brands are already implementing product-level digital passports, embedding verified data directly into garments, bags, shoes, and accessories.
As the EU prepares to make DPPs mandatory for priority product groups such as textiles, these early adopters offer a clear signal: Digital Product Passports are an operational reality for fashion transparency, traceability, and compliance.
Below, we look at which brands are already using DPPs, how they are doing it, and what this signals for the wider fashion industry.
Why brands are adopting Digital Product Passports now
The European Commission defines the Digital Product Passport as a digital identity that makes product information accessible throughout the value chain: from manufacturing to use, reuse, and end of life. Under the Ecodesign for Sustainable Products Regulation (ESPR), DPPs will be subject to legal requirements through product-specific rules starting from 2026.
For fashion brands, this means two things:
- DPP readiness is a market access issue, not just a sustainability initiative.
- Early adoption offers a strategic advantage, allowing brands to test systems, align suppliers, and shape how product data is shared with consumers and authorities.
According to the European Commission, DPPs are designed to improve access to reliable product information, increase consumer trust, and strengthen market surveillance, goals that directly address long-standing transparency challenges in fashion.
Fashion and luxury brands already using DPPs
Tod’s: Digital Product Passports for leather goods
Tod’s is one of the clearest examples of a brand explicitly using the term Digital Product Passport.
The company introduced a Digital Product Passport for its custom Di Bag, developed through the Aura Blockchain Consortium. Each product is equipped with an NFC tag that allows consumers to access the bag’s digital passport via smartphone.
The DPP provides verified information on authenticity and product characteristics and lays the groundwork for traceability and lifecycle services. Importantly, Tod’s presents this initiative not as a marketing feature, but as a concrete step toward transparency and long-term product value.
Mugler: DPPs as a post-purchase information channel
Mugler has implemented Digital Product Passports for selected handbags, using item-level digital identities to connect physical products to digital information.
Through its DPP, Mugler enables customers to access product-specific information and brand-provided content after purchase. This approach highlights an important shift: DPPs as an owned, product-linked communication channel, rather than a one-time label or hangtag.
It also demonstrates how DPPs can extend the relationship between brand and consumer well beyond the point of sale.
Bvlgari: Digital certificates and product passports
Bvlgari has introduced digital certificates for selected products, issued via the Aura Blockchain Consortium. These certificates function as product passports, linking each item to verified digital records.
In luxury segments where authenticity and provenance are critical, this approach shows how DPPs can strengthen trust while preparing brands for regulatory requirements around product data, traceability, and access rights.
Dondup: scaling Digital Product Passports from compliance to connected services
Dondup has implemented Digital Product Passports across its collections as part of a broader effort to digitise product information following the reshoring of production to Italy. Working with Renoon, the brand introduced DPPs at scale, with over 600,000 products now carrying a Digital Product Passport accessible both offline, via QR codes on physical labels, and online through digital widgets.
The implementation was designed as a phased system rather than a one-off compliance project. Dondup started by connecting existing product and supply chain data, then progressively expanded the passport to support customer registration, CRM, and additional services such as resale, loyalty, and circular use cases. This approach allowed the brand to organise product-level information into a single, connected structure that supports regulatory readiness while also enabling new customer touchpoints and internal coordination across teams
Beyond fashion: more brands adopting DPP-style product identities
While EU regulation uses the term Digital Product Passport, many brands already deploy equivalent systems under names such as “digital ID” or “digital certificate.” Functionally, these solutions align closely with the Commission’s DPP framework.
Dior: Digital identities embedded in sneakers
Dior introduced a cryptographic digital key for its B33 sneakers, embedded directly into the product. By scanning the item, owners can access a dedicated digital platform containing verified product information and services.
This implementation illustrates how DPPs can operate at scale while integrating seamlessly into high-volume fashion products.
Loro Piana: Traceability-focused digital certificates
Loro Piana provides digital certificates for selected collections, certified through Aura. These certificates focus strongly on materials and origin, reflecting growing demand for verified sourcing information in high-quality textiles.
This aligns closely with upcoming ESPR requirements, which will mandate product-level data on materials, composition, and supply-chain stages.
Chloé: Digital IDs enabling resale and circularity
Chloé has implemented digital IDs for products in its collections, enabling traceability and powering services such as instant resale through resale platforms.
This use case shows how Digital Product Passports can support circular business models by making products resale-ready from the moment they are sold, a capability explicitly encouraged by EU policy objectives.
Coach (Coachtopia): DPPs supporting resale partnerships
Coach’s circular line, Coachtopia, uses digital product identities to enable resale through partners such as Poshmark. Each product’s digital record supports authentication and ownership transfer, reducing friction in second-hand markets.
With the EU increasingly focusing on reuse and extended product lifetimes, this model offers a practical example of how DPPs can support compliance while unlocking new revenue streams.encouraged by EU policy objectives.
MATE: applying DPP principles to connected mobility products
MATE is a Copenhagen-based e-bike manufacturer known for designing powerful, smart, and foldable electric bikes that blend contemporary design with engineering functionality. The company’s product range, from urban commuters to long-range models, incorporates structured information around technical specifications, user manuals, and maintenance guidance that are typical elements later expected in Digital Product Passports for mechanical and electrical products.
By linking a unique digital identity to each bike model via QR codes or similar data carriers, brands can make critical product information accessible throughout the lifecycle, including technical details, maintenance history, and component specifications, in a structured, machine-readable format. MATE used product passports to transform warranty registrations into a powerful CRM channel, finally knowing who buys and how they engage.
Common patterns across DPP adopters
Looking across these brands, several clear implementation patterns emerge:
- Item-level identifiers
Products are equipped with NFC tags or QR codes linking directly to a digital passport. - Verified product data
Authenticity, materials, and manufacturing information form the foundation of DPPs. - Lifecycle services
DPPs increasingly enable resale, repair, and ownership transfer - not just information access. - Platform-based approaches
Many brands rely on consortium or platform solutions to ensure interoperability and scalability.
These patterns closely mirror the technical framework being developed by the EU, including requirements for unique identifiers, data access control, and interoperability standards expected by 2026.
What this means for fashion transparency
Fashion remains one of the most complex global supply chains. According to the European Environment Agency, textiles are among the top product categories in terms of environmental impact and data gaps.
Digital Product Passports offer a concrete response: a standardized, verifiable way to connect products with data across their entire lifecycle.
The brands already adopting DPPs demonstrate that this shift is not theoretical. It is operational, and accelerating.
From early adoption to industry standard
As DPPs move from voluntary initiatives to mandatory requirements, the gap between early adopters and laggards widens. Brands that act now gain time to align systems, engage suppliers, and build internal data governance, while offering consumers clearer, more trustworthy information.
At Renoon, we see Digital Product Passports as a foundational layer for fashion transparency: enabling compliance, supporting circularity, and empowering both brands and consumers with verified data.
Explore our DPP insights and discover brands committed to verified transparency.
Together, we can turn regulation into opportunity, and data into trust.
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