An essential component of clothing, garment labels were first introduced in 1963. Earlier labels were not standardized and contained no information about the garment’s source and fiber content. However, New Age organizations and brands are launching labels incorporating the required data.

Such organizations are offering consumers the required information on garments, says a report by Avery Dennison, a multinational label manufacturer, and the Global Web Index, an audience targeting company. The labels created by them are boosting garments repairs, recycling, resale and rental exchange, adds Jason Mander, Chief Research Officer. These brands are also using ID-level tools to fuel resale especially in the luxury resale market.

New technologies for transparent labeling

Brands can also use new technologies to make garment labels more transparent and traceable. Avery Dennison uses QR technology in its Digital Care Label hangtags. It partnered lifestyle brand UpWest and an apparel and footwear recycling-focused organization, ReCircled, to educate consumers about the end of life of their product. The brand’s products are structured with a view of their end-use to consumers, says Debbie Shakespeare, Senior Director-Sustainability, Compliance and Core Product Management, Avery Dennison.

In May 2021, Avery Dennison had partnered digital care label of science R&D company Ambercycle to educate consumers on new ways to convert end-of-life textile waste into new yarns for apparel brands and manufacturers. The collaboration is expected to not just improve visibility to the supply chain but also provide data relevant for reselling and recycling garments. This will benefit not just the product’s direct consumers but also secondhand buyers and recyclers.

Information on recycling and reuse

Aiming for garment labels standardization since 2013, the European Union launched the most influential consumer-facing reporting system. Known as Product Environmental Footprinting (PEF), the project will help brands determine future purchase choices of EU consumers.

However, provided information will be based on faulty Higg Index, which does not take into account the recycling and reuse benefits of natural fibers, says Harriet Vocking, Chief Brand Officer, Eco Age, which leads ‘Make the Label Count,’ campaign that aims to reform the issuance of PEF certificates by the EU. Hence, brands need to incorporate labels providing complete and accurate information on the garments instead of misleading consumers.