ESPR & Digital Product Passports
There’s no hiding from this - So what is it?
Its the EU’s strategy to make products on the European market more sustainable, circular, and efficient.
It introduces mandatory requirements across the entire product lifecycle from design and manufacturing to usage, repair-ability, and end-of-life disposal.
The regulation is being rolled out in stages, with implementation expected to begin as early as 2026, the latest confirmed regulation has just passed forcing producers (brands) to cover the cost of end of life disposal, so that’s the collection and sorting or waste textiles.
It will have a major impact on how fashion brands design, develop, and communicate their products particularly those trading in or with the EU.
One of its most transformative elements is the introduction of the Digital Product Passport (DPP) a digital record containing detailed, standardised information about a product’s materials, origin, sustainability, and recyclability.
What are some of the Implications on a brand?
1. Increased Operational Complexity
DPP Requires capturing, managing & updating detailed product data
2. Cost & Investment Pressure
Upfront investment in systems, supplier training, and compliance
3. Regulatory Compliance Risk
This is set to become mandatory for products sold in the EU (starting with textiles)
Non-compliance may result in fines, blocked market access, or reputational damage
4. Shifting Consumer Expectations
Consumers will gain access to verified product data (origin, materials, recyclability) so there will be pressure to ensure ethical sourcing and circular practices are authentic and traceable
5. Collaboration Will Be Key
Cross-functional teams (design, production, tech, compliance) must align
there will be a need for digital tools and transparent supply chain partnerships
How to turn this in to Opportunity?
1. Trust Through Transparency
Showing verified information on materials, sourcing, and impact, being proud of products and materials. Communicating credible data to strengthen brand authenticity and customer loyalty.
2. Strengthen Brand Differentiation
Use DPP as a storytelling technique to highlight craftsmanship, ethics, and innovation,
3. Enable New Business Models
Track product lifecycles for circular systems and long-term customer engagement
4. Improve Internal Efficiencies
Centralise product data across teams (design, sourcing, marketing), another reason to condense fabric groups and streamline communication with suppliers and compliance partners
5. Reduce Risk, Increase Readiness
Be early adopters and gain retailer preference or EU market advantage
6. Enhance Post-Purchase Experience
Give customers lasting value: care instructions, repair info, and product history, drive retention with QR-linked content, stories, or service touchpoints
What are some essential next steps for brands?
1. Pull together a risk and readiness check.
2. Create a phased action plan aligned with EU timelines and brand priorities.
3. Engage key vendors on traceability, compliance, and labeling readiness.
4. Think Trims - Ensure you are partnering with a good trims supplier aware and able to support.
5. Get those Tech Packs ready, ensure there is a dedicated page for DPP info.
6. Ensure all areas of the business are aligned on communication and implementation.
7. Define sustainability language tone, claims, and storytelling approach.