With sustainability in its DNA, Haikure, a sustainable Italian fashion brand specializing in denim jeans, developed a partnership with technology company Provenance, focusing on allowing its sustainable actions to be evident for the consumer. The solution created was a digital passport of each product, which gives the consumer access, from a QR code, to obtain information about the entire product tracking. In this way, the company provides greater visibility to its suppliers (90% are Italian) and informs and educates consumers about sustainable fashion. As a result, the company strengthens its relationship with stakeholders, based on mutual trust, in addition to pursuing its mission of "respecting the planet and people by promoting a new lifestyle where fashion trends and sustainability can coexist".

Currently, there are already brands aware of the impact they can have on the environment and society. From this perspective, they seek to bring more sustainable fashion into their mission, incorporating principles of the circular economy. However, in addition to applying sustainable practices throughout the production process, these companies must demonstrate to their consumers which practices they are adopting to be educated and become aware of the importance of sustainable fashion.

In this context, increased transparency and traceability are crucial for a sustainable company to allow the rise of the conscientious consumer. This was the case of Hairuke, which, even having focused on the sustainable production of jeans from the beginning of the brand, realized that they didn't effectively demonstrate this to their clients, which prevented them from adding credibility to their sustainable discourse. Digital technology then became a target of the company, aiming to identify how solutions such as blockchain and IoT could contribute to this greater visibility and transparency of its actions, demonstrating which suppliers acted in which part of the chain and show products and certifications adopted.

The solution adopted by Hairuke occurred through a partnership with technology company Provenance, which developed a solution for tracking the products at the "proof points" of their origin, using blockchain technology. The immutable record of these events allowed Hairuke to share evidence of its practices throughout the entire production chain. To view this evidence, the brand's consumer can scan the QR code existing on the clothes, having a digital experience about the product's journey and its suppliers. The website then presents a timeline containing the history of the product's production, demonstrating at each stage the supplier and components used and the certifications obtained, thus bringing increased visibility of the purchased goods.

As shown by the brand's use case, the approach of bringing greater visibility and transparency to a solution that already practices sustainable actions brings the following results as benefits:

Greater guarantee: This allows the brand to have a relationship of trust with their suppliers and provide more excellent reliability to their consumers through clear information on its sustainable actions.

Consistent communication: This allows the brand, through blockchain technology and digital platforms, to record information in different parts of the value chain, incorporating the details of the production of their products in a single channel.

Differentiation: The brand can identify their sustainable actions, visibility, transparency and traceability, and add competitive advantage, thus generating a more significant positive impact.

The solution can be visualised here - https://www.provenance.org/products/haikure-cleveland/modal