Avery Dennison has launched ReadyDPP, a full-service package aimed at helping apparel brands prepare for Digital Product Passport requirements as the European Union moves to make product-level traceability a standard feature of market access. The company said the service brings together software, digital ID tools, physical labels, hardware, consultancy and technical support under one umbrella. (
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The timing is significant. According to the European Commission, the Digital Product Passport Registry went live on 20 July 2026, marking a key step in the rollout of the Ecodesign for Sustainable Products Regulation framework. The Commission says economic operators must register each passport in the registry, while product data itself remains decentralised and may be hosted by businesses or service providers. (single-market-economy.ec.europa.eu)
For apparel makers, the broader rulebook is still taking shape. The textile-specific delegated act is expected in 2027, and Avery Dennison says brands selling clothing in the EU would then have 18 months to comply after publication. The company has positioned ReadyDPP as a way for manufacturers to start with a narrower setup and expand over time, offering Essentials, Pro and Enterprise tiers. (averydennison.com)
The company argues that the value of digital passports extends well beyond compliance. In its statement, Avery Dennison said the technology can support resale, re-commerce, anti-counterfeiting, direct customer engagement and circularity, including repair and recycling. Delia Glover, the firm’s vice-president for product, innovation and solutions development, said digital passports offer brands “a golden opportunity” to improve data management, deepen customer relationships and address losses linked to counterfeiting. (averydennison.com)
The offer also reflects Avery Dennison’s wider push into digital identification for supply chains. The group has long promoted item-level traceability as a way to improve inventory control, reduce overproduction and strengthen sustainability reporting, and it has previously described digital ID as part of a broader commercial and regulatory shift across apparel and other sectors. (apparelsolutions.averydennison.com)
Source: Noah Wire Services
