By Liz Warren
Ethical denim brand Boyish Jeans just got more transparent.
The L.A.-based women’s brand, which has been committed to sustainability since its founding in 2018, added supply-chain tracing company Retraced GmbH’s blockchain-based transparency plugin to its e-commerce website.
The technology offers consumers a detailed report of the brand’s sustainable supply-chain partners Bossa, Strom Denim and Lenzing, which have all joined the platform as well. After joining the platform in March, Boyish worked with Retraced on adding the three partners to the system, collecting information on their production methods and verifying their certifications.
By the end of 2020, the brand aims to have its entire supply chain mapped and communicated so each product page contains the plugin.
Boyish Jeans founder and creative director Jordan Nodarse announced the label’s partnership with Retraced during a Kingpins24 panel earlier this month, describing total transparency as a requirement for the denim industry today.
“You can identify companies that aren’t very sustainable by just looking at their transparency,” he said during the panel. “If a company doesn’t have a sustainability report, [doesn’t] measure their carbon emissions, or [explain where everything is sourced from], those are red flags.”
The Retraced plugin is now live on the e-commerce site, educating consumers about the product’s journey, the production processes needed to create each item and environmental implications for all products that are mapped out on the platform.
Nodarse also hopes the implementation will inspire others to do the same.
“As a sustainable brand who is already completely transparent, we realized that we could be even more transparent about our supply chain specifically. Incorporating Retraced’s technology into our website will provide those key details and will arm our customers with even more information about the purchase decision they have made,” he said. “We hope more brands join Retraced in this effort to shed light on the impact of fashion.”