Avery Dennison launches digital care label with Ambercycle

By

Jennifer Braun

Published
May 27, 2021

Avery Dennison is teaming up with Ambercycle, a Los Angeles-based, post-consumer garment recycler, for the launch of a new kind of digital care label that supports a more sustainable apparel supply chain. 

Dubbed the "digital care label solution", it unveils a new digital component and meaning to reading the labels on your clothes, which is increasingly important to reduce the risk of garments ending up in landfills.  

Each label, now found on Ambercycle’s garments, features a QR code that links to an app powered by Avery Dennison and details how that specific garment was produced and how it should be cared for.

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Care labels, which must be found on all garments sold legally, are helpful to consumers and vital for recyclers and resellers. The new feature allows for traceability and transparency across the supply chain, as well as can provide a new digital revenue stream for brands, as additional products can be marketed to consumers via the app.

“These labels are an exciting development, as consumers can discover their garment’s story, see how it was made, and understand the environmental benefits from their choice,” said Sarah Swenson, global senior sustainability manager, at Avery Dennison. 

“When the consumer no longer needs the item, they can scan the QR code to see what needs to happen to properly dispose of the garment. In this case, if they send the garment back to Ambercycle it will be recycled back into a new textile. Brands can benefit from access to a deeper level of data both in terms of shopper engagement and also understanding just how many items remain in the circular economy.”

Avery Dennison’s first partner for its digital care label is Ambercycle who converts end-of-life textile ‘waste’ into new yarns for apparel brands and manufacturers. Its garments are created from polyester textiles that were destined for landfill and can be processed by garment manufacturers in the same way as virgin yarns.

“Our raw materials are end-of-life textile clothing that we regenerate into new cycora yarns and fabrics. A key concern in this process is the upfront identification and sorting the different types of fabrics to inform the best end-of-life solutions. A digital care label is essential to embracing the broader vision for circularity, as it enables a more streamlined and scalable way for us to regenerate material,” added Shay Sethi, CEO, Ambercycle. 

The partnership is expected to be the first in a series of collaborations that underscore the company's commitment to a circular apparel supply chain and supports its 2030 sustainability goals.