Avery Dennison and Evrythng Partner with 1017 ALYX 9SM Allowing Consumers to ‘Track to the Rack’

New sustainability benchmark unveiled to the world at Copenhagen Fashion Summit

Copenhagen Denmark 15th May 2019 - Avery Dennison (NYSE:AVY) and EVRYTHNG today announced the launch of an innovative new blockchain solution for the fashion industry, in partnership with 1017 ALYX 9SM, Matthew Williams’s cutting edge fashion label. This proof of concept distributed ledger technology (DLT) solution is an extension of Avery Dennison's Janela™ platform, powered by EVRYTHNG, which allows brands to create clothing that is born digital, and connect with their customers directly via a QR code on the label. With this announcement, we’ve added the capabilities of EVRYTHNG Blockchain Integration Hub partner, IOTA, to provide consumers with full transparency and provenance for the 1017 ALYSX 9SM apparel items they purchase and wear.

Brand transparency is more important than ever to consumers, who express growing concerns over sustainable and ethically-sourced fashion, alongside clothing provenance. This ‘track to the rack’ capability is a response to those concerns and allows consumers and brands alike to see an item’s journey from creation to sale, understand exactly where the product has come from and prove its provenance.

By scanning a label with their smartphone, consumers can view the garment’s “journey” and track it back from creation to the rack and point of sale. They can also confirm the authenticity of the product, along with its sustainability credentials. Brands will have full visibility of their product’s journey throughout the supply chain, giving them access to data and statistics, via IOTA’s distributed ledger, across different sales channels and consumer preferences in real time.  

This partnership with 1017 ALYX 9SM is one of the first public proofs-of-concept of the solution. Avery Dennison met the ALYX team at last year’s Copenhagen Fashion Summit during an innovation speed dating event hosted by the summit organisers. Avery Dennison has since undertaken a series of internal pilots to get the solution market-ready and will unveil it at this year’s summit as the culmination of an exciting year-long collaboration.

Matthew Williams is an innovative designer who is committed to pushing new ideas forward, and he is currently a Nike collaborator who also worked with Virgil Abloh and Kanye West. Williams built 1017 ALYX 9SM on the concept of high-quality materials mixed with subversive culture, and the garments are produced in Italy.