How do you turn value chain transparency into meaningful value for consumers?
With the Digital Product Passport (DPP) approaching, fashion brands face an important question: how do you ensure the information shared with consumers is reliable?
Many brands know their direct value chain partners (Tier 1) well. Visibility often drops sharply beyond that. If the passport is built first, the gaps in that knowledge become gaps in the passport.
Starting with value chain transparency reverses the order. You first collect data from the primary source, directly from your partners. Then you decide what to share, and with whom. In the tex.tracer TableTalk with Xandres, our team talks with Clio Gydé and Jasmien Wynants of Xandres to understand their journey doing exactly this.
From authenticated data
Belgian fashion brand Xandres demonstrates what this looks like in practice. After one year of collaboration with tex.tracer, 19% of its value chains have been traced to Tier 4, whilst 100% of its FW26 collection carries an on-product Digital ID (September 2026).
Achieving this required more than technology. It started with involving the right people.
As Clio Gydé, explains:
"I thought this is going to be very complex but it turned out to be easy by putting all teams at the table together."
Jasmien Wynants reinforces the importance of collaboration:
"Make sure everyone understands it, knows it, agrees and also understands his or her role within the project. For me, this is one of the projects where this approach has worked out best so far."
The main driver in collecting data was Stefaan Willem, responsible for sourcing and buying at Xandres. Supported by the tex.tracer team, he worked with partners to make them understand why they should and how they could share data.
To meaningful consumer action
With this foundation in place, Xandres introduced Digital IDs across its FW26 collection.
Through a QR code on the garment's wash and care label, consumers can access product information, care instructions and additional services.
Using the tex.tracer Passport Builder, connected to the Twintag platform, Xandres initially focused on product details and garment care, followed by shop-the-look inspiration and Reloved services.
The result goes beyond sharing product information. It creates opportunities to connect consumers with the story, care and longevity of their garments.
From transparency to lasting value
Xandres shows that transparency is built step by step, through authenticated data, engaged teams and collaboration with value chain partners.
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The conclusion is straightforward: a reliable Digital Product Passport starts with value chain transparency. Only then can data become meaningful information that empowers consumers to act.
Explore a Xandres Digital Product Passport to see it in practice.
Hear how Xandres is turning transparency into action in our tex.tracer table talk with Clio Gydé and Jasmien Wynants.
