Swiss fashion brand ELLYHA, renowned for merging physical and digital realms, recently unveiled its latest collaboration with collectID, a phygital innovation company utilising blockchain, NFC, and NFT tech to build a distinct ecosystem for brand-customer engagement. This venture introduces NFC tags linked to a Digital Product Passport within ELLYHA’s clothing, aligning with the upcoming EU Regulation on Digital Product Passports, making ELLYHA and collectID lead the way, setting a fresh standard for these passports in the fashion realm.
Elissa Lefoll, ELLYHA’s Founder, expressed enthusiasm about this collaboration, highlighting the ability for customers to track their garment’s journey through the Digital Product Passport. This empowers conscious consumerism, fostering a stronger bond between wearers and their fashion choices.
ELLHYA’s latest collection now offers customers in-depth insights into their garments, such as material composition, origin, and supply chain transparency, accessible through a simple tap on the NFC tag and unlocking the garment’s digital twin on the ZATAP app. Customers can also learn about the proportion of repurposed fabrics, majorly sourced from Nona Source, a premium circular materials platform supported by LVMH. ELLYHA is further amplifying sustainability by providing repair services for their products, encouraging longevity and enhancing the garment’s lifespan.
Building on their first collaboration in 2022, where NFC tags and unique serial numbers were introduced, this new second line elevates the ELLYHA ownership experience. It offers a pre-order option on their website, enabling customers to secure their preferred pieces sustainably. To celebrate the launch of this collection, ELLYHA organised a pop-up shop in Geneva, giving customers an immersive opportunity to witness the fusion of fashion and technology firsthand.
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