Called BAM DNA, and created in collaboration with sustainability platform Green Story, it claims to be “the most detailed public-facing traceability effort to date, by any clothing brand”.After five years of “forensic work” to put the initiative in place, it launches across BAM’s entire clothing range from this month.

To create BAM DNA, its sustainability team started tracing every layer of their supply chain, “allowing customers to explore and understand each step (and person) in their garment’s creation, and the potential impact of that”.Customers can scan the QR code printed on their item to access the data.“The ground-breaking technology powering BAM DNA means [we] can not only retrospectively calculate their impact on people, planet and nature, but also understand potential future impacts, helping them make informed, better choices”, the company said.Sustainability and Technical Manager Merryn Chilcott added: “Other brands talk a lot about what fabrics they use and where they’re sewn, but often there’s nothing about the fabric processing, how the raw materials are harvested, who and what turns that crop into a yarn, or even what the raw materials are.“They’re telling only a small part of the story, whereas we’ve got nothing to hide and don’t shy away from the tricky stuffคำพูดจาก สล็อตเว็บตรง. This total transparency means our customers can hold us to account.”BAM’s Product and Brand Director Helen White also said: “With EU legislation in the pipeline that will dramatically change what green claims can be made — and with France already putting the AGEC law in place demanding traceability from clothing manufacturers — it’s only a matter of time before others will need to follow suit regardless.”