Avery Dennison collaborates with UpWest and ReCircled to use its Digital Care Label solution in an upcycling setting while also providing a retail or brand experience.

FREMONT, CA: Recycling and upcycling have become buzzwords in the retail industry. Being one of the industries that generates a lot of commercial waste, there is immense scope to save on costs through recycling and upcycling. Avery Dennison, a world leader in innovation, materials science, branding, and manufacturing, starts a collaboation with UpWest, a lifestyle brand, and ReCircled, a recycling and reuse company for garments and footwear. The collaboration aims at demonstrating how Avery Dennison's Digital Care Label solution can be used in an upcycling setting while also providing a retail or brand experience.

Speaking about the collaboration, Sarah Swenson, Global Senior Sustainability Manager, Avery Dennison RBIS, comments, "This pilot provides a great way for consumers to engage sustainably with these comfort-focused lines. UpWest and ReCircled have created an enticing narrative that will allow customers to feel positive about making eco-friendly choices."

UpWest, a lifestyle company, is always looking for ways to help the environment. It began investigating how upcycling may increase the lifespan of products as part of this goal, especially its current sweater inventory. A line of recycled chenille goods, including comfortable winter blankets, dog sweaters, and mittens, was produced with ReCircled's team of re-imagineers and launched online in October.

Rob Smith, Director of Production and Sourcing, UpWest, adds, "We wanted to combine both upcycling and new ways to interact with our consumers. Avery Dennison provides a holistic solution that allows us to pique consumers' interest, and is a game changer in terms of giving us another route to share our story and our purpose."

Consumers can scan the QR code during the time of purchase using Avery Dennison's "Digital Hang Tags," and afterwards using Avery Dennison's "Digital Care Label." The QR code on these tags and labels can be scanned to take shoppers on a journey: the digital experience highlights the item's origin, offers garment care advice, and enables them to interact directly with the UpWest brand.

Scott Kuhlman, Chief Executive Officer of ReCircled, says, "This collaboration is championing the digital technology that will truly support the circular economy in practical terms. As well as providing the end-to-end data visibility, Avery Dennison has extensive knowledge of the supply chain, and can track and collate item and materials data from the purchase experience right through the circular journey to reuse.