Why SME Fashion Brands Should Start Using Digital Product Passports Now

Written by Frankie Hewitson, Director

Fashion is changing. Fast. And if you’re a small or growing brand trying to keep up, it can feel a bit overwhelming. But here’s one shift we think is actually good news for independent labels: Digital Product Passports (DPPs).

At The Chain, we’re here to make tech simple and affordable for fashion brands. When speaking with a few brands they were unaware that they needed to do the Digital Product Pasports. So I have broken down why DPPs aren’t just for big corporations—and why now’s the time to get started.

What is a Digital Product Passport, Anyway?

Imagine if each item you make came with its own digital story—where it was made, what it's made of, how to care for it, and even how it can be repaired or recycled. That’s a DPP. It’s like giving your products a digital soul, and your customers the full picture.

So Why Should Small Brands Care?

1. New rules are coming.
   The EU is about to make DPPs mandatory for clothing and textiles. That might sound scary, but it’s actually a huge opportunity to get ahead of the curve and show your brand leads with purpose—not just reacts to pressure.

2. Shoppers want to know more.
   People are asking questions: Who made my clothes? What’s it made from? Can I recycle it? DPPs let you answer those questions easily—and build real trust in your brand.

3. You’ll understand your own supply chain better.
   Digitising your product info helps you keep track of materials, suppliers, certifications—everything. Less chaos, more clarity.

4. It’s good for business.
   Retailers, investors, even grant providers are starting to look for brands that can prove their sustainability claims. A DPP is like a shortcut to showing you are transparency.

5. It helps you stand out.
   Let’s be honest—everyone is claiming to be “sustainable” now. A Digital Product Passport shows the receipts. It makes your values visible in a way customers can actually see and engage with.

And no, it doesn’t have to cost the earth.

At The Chain, we designed our platform so that small and mid-sized fashion businesses can start using Digital Product Passports without the big tech price tag. Whether you want to launch them on a few key products or roll them out across your whole collection, we’ll support you every step of the way.

The bottom line?
DPPs are the future—and the future is already here. Start small, learn fast, and grow with confidence. Your customers (and future self) will thank you.

Ready to give your products a voice?
Explore how The Chain can help →