Martina Spelova, a London-based Czech designer, has recently established her brand as being among the first fashion labels to partner with Provenance. Provenance is a blockchain technology platform which assists companies with providing transparent data to their consumers.
Provenance was founded by Jessi Baker in 2013. With Provenance, Baker wanted to create a reliable system which would ensure that brands would become more transparent. The company has typically worked with food brands, helping thousands of them win the trust of customers through releasing data regarding their products’ origins. This is Provenance’s first time working with a fashion label.
Spetlova has expressed her excitement regarding this step for her brand, stating that “it’s more about stories” and attempting to win over consumers by providing them with this benefit.
“It’s easier for smaller brands than someone who is just starting out,” says the designer. “A designer has so many suppliers, it’s quite hard for big businesses to apply it unless they make some massive changes.”
Spetlova herself is no stranger to making large changes for the good of ethical fashion. Her designs use chrome-free leather, a less toxic alternative which is achieved through a process that is more conscientious of workers and water supplies. She has even used fabric which has been upcycled from plastic bottles. Spetlova has been known to narrow down her suppliers to five sources which are well-known to her. Now, 60% of her products will integrate Provenance’s technology.
How might customers come across this information? Now, on any article of Spetlova’s clothing, which can be found in stores such as Selfridges, Machine-A in London, and Odd92 in New York, will come with a chip concealed inside the garment. The chip can be scanned with a phone camera in order to unlock the unique story of each piece of clothing.
Spetlova thinks this will only add to the wearer’s excitement over the garment in question, as “it’s a bit more of an emotional attachment to the pieces.”
Featured Image via Pxhere/Public Domain