The New Originals Builds Trust Through Transparency
Dutch fashion label uses digital passports to share their sustainability story
The Challenge
The New Originals (TNO) has always prioritized sustainable production and ethical sourcing. But communicating this to customers was difficult. "We had all this information about our supply chain, our materials, our factories—but no effective way to share it at the point of purchase," explains the founder.
With EU Digital Product Passport regulations on the horizon, TNO saw an opportunity to get ahead of compliance while solving their transparency challenge.
The Solution
TNO partnered with Provinium to create rich digital product passports for every item. Each passport includes:
- Complete material breakdown with certifications
- Factory information and working conditions
- Carbon footprint calculations
- Care instructions optimized for garment longevity
- Repair and recycling guidance
The GS1 Digital Link Advantage
By using Provinium's GS1 Digital Link native URLs, TNO's QR codes serve multiple purposes:
- Consumers scan for product information
- Retailers scan for inventory management
- Customs authorities scan for compliance verification
- Recyclers scan for material composition
"One QR code, infinite use cases," notes the TNO team. "We're not just compliant—we're future-proof."
Results
Since implementation:
- 100% supply chain transparency for all products
- 45,000+ customer scans in the first year
- EU DPP ready ahead of 2026 deadline
- 23% increase in customer loyalty program signups via product pages
- Featured in Vogue Netherlands for sustainability innovation
Customer Response
"Our customers love it," shares the marketing lead. "We get DMs every week from people saying they chose TNO over competitors specifically because of the transparency. They scan the code, see exactly where their hoodie was made, what it's made of, and how to care for it."
What's Next
TNO is expanding their use of Provinium to include:
- Resale authentication for their vintage buyback program
- NFC chips in premium pieces
- Integration with European recycling initiatives
"Provinium didn't just help us with compliance—they helped us turn our values into a competitive advantage."