Fashion’s Big Shift: How EU Regulations Will Redefine Sustainability

Fashion is facing its biggest regulatory shift yet ♻️

Two new EU laws will transform how clothes are made, marketed, and disposed of.

The New Regulations:

• Digital Product Passports (DPP)

• Textile Extended Producer Responsibility (EPR)
  
  DIGITAL PRODUCT PASSPORTS (DPP)
  
  Every garment gets a digital ID that puts key information into the hands of consumers; more information leads to smarter choices. Digital IDs will reveal details about carbon footprint, material makeup, lifecycle impact, and more.
  
  TEXTILE EXTENDED PRODUCER RESPONSIBILITY (EPR)
  
  Brands will be financially and operationally responsible for managing textile products throughout their entire lifecycle, from design to end-of-life disposal, reuse or recycling.
  
  Overproduce or design poorly, and you’ll pay the price.
  
  The intention? Smarter design, better quality, and circularity.
  
  So, where’s the opportunity for brands?
  
  • Turning regulation into storytelling & brand equity.
  • Use DPP as a content asset: traceability can become part of your brand narrative.
  • Strengthening consumer trust with proof, not empty promises.
  • Exploring new revenue streams such as resale and circularity.
  
  The rules are changing. Will your brand lead, or be left behind?
  
  📧 Ready to refine your brand story? Email us at hello@axeandkettle.com