What is a Digital ID?

• The concept was launched in 2021 by His Majesty King Charles III’s Sustainable Markets Initiative (SMI) Fashion Taskforce. The Digital ID provides traceability and allows you to make considered buying decisions.
• It also reveals information about how to care for your product. Our products are made with natural fibres, so they will biodegrade naturally at the end of their life.
• This year, as we continue our push to improve sustainability, we have expanded our Digital ID offering.