How AGI Denim Boosted Customer Interaction at Kingpins with Green Story’s Digital Product Passports
Introduction
AGI Denim, a leading vertical denim manufacturer, is dedicated to advancing sustainability and transparency in the fashion industry. In April 2024, AGI Denim partnered with Green Story, a sustainability analytics platform, to enhance their environmental performance measurement and communication. This collaboration aimed to present innovative solutions at the Kingpins Show in Amsterdam, showcasing AGI Denim’s commitment to transparent and sustainable practices.
Challenge
AGI Denim faced the challenge of finding a simple, efficient, and scalable way to present their sustainability information. With the Kingpins Show approaching, they needed a solution that would engage attendeestrade buyers and clearly demonstrate their commitment to supply chain transparency. AGI Denim turned to Green Story to help achieve this vision by calculating the environmental footprint of their products at scale and presenting it in a user-friendly format.
Solution
Green Story provided AGI Denim with a comprehensive solution to address their challenge. Traditionally, conducting Life Cycle Assessments (LCAs) is a time-consuming process, often taking weeks or months to complete for just a few products. Green Story offered a scalable approach through its SaaS based proprietary platform, enabling AGI Denim to calculate the environmental impact of their products quickly and efficiently.
The key component of this solution was the creation of Digital Product Passports. These passports, accessible via QR codes on products, contained detailed information about the supply chain and environmental impact of each item. By scanning the QR code on a pair of jeans, for example, customers could instantly access the product’s footprint assessment and supply chain visualization, presented in a clear and engaging format. This approach allowed AGI Denim to effectively communicate their product sustainabilityto b2b buyers at the Kingpins Show.
Implementation
Green Story worked closely with AGI Denim to implement the solution. The process involved conducting Life Cycle Assessments (LCAs) for 21 products, each with unique supply chains and material compositions. Green Story’s platform collected and analyzed data at every stage of the product’s development, ensuring a comprehensive assessment of the environmental impact.
To achieve this, data was gathered across several key themes:
Material Composition and Origin:
Fabric Name and Blend: Identifying the exact composition of each fabric, including the percentage of BCI Cotton, PCW Cotton, and other materials like Elastane and Recycled Poly.
Cotton Blend Origin: Tracking the origin of the cotton used, such as the percentage from Pakistan and Brazil.
Other Material Origins: Determining the source of other materials, including recycled polyester and T-400.
Manufacturing Process Details:
Yarn Dyeing Stage: Whether the yarn was dyed or undyed.
Fabric Type: Classification of fabric as woven or knitted, including specific knitting types.
Fabric Dyeing Stage: Information on whether the fabric was dyed or undyed.
Average Weight of Product (g/m²): Measuring the weight of each fabric to help determine resource usage and environmental impact.
Resource Consumption Metrics:
Water Consumption: Data on water usage at different stages of the production process:
Finishing Route: Litres per metre used in finishing.
Rope Dyeing: Litres per metre used in the rope dyeing process.
Back Process: Litres per metre used in back processes.
Total Consumption: Overall water usage per metre of fabric.
Electricity Consumption: Data on energy usage throughout production:
Finishing Route: KWH per metre used in finishing.
Weaving: KWH per metre used in weaving.
Rope Dyeing: KWH per metre used in rope dyeing.
Back Process: KWH per metre used in back processes.
Total Consumption: Overall energy consumption per metre of fabric.
Collecting detailed information on water and electricity consumption is crucial for understanding the environmental footprint of textile production. High water usage in dyeing processes can lead to significant environmental impacts, particularly in regions where water scarcity is an issue. Similarly, monitoring electricity consumption helps identify the carbon footprint associated with energy use, highlighting opportunities for energy efficiency and the adoption of renewable energy sources.
Once all relevant data was collected, Green Story's LCA team analyzed and mapped the environmental impact of each product. The results were then compiled into Digital Product Passports. Each passport featured a QR code, allowing customers to easily access comprehensive supply chain and impact data with a simple scan. This approach enabled AGI Denim to present their sustainability efforts transparently and engagingly at the Kingpins Show.
"AGI Denim is proud to lead the charge towards transparency and sustainability in fashion. Our collaboration with Green Story signifies a powerful stride towards impactful change." Hasan Javed, AGI Denim Executive Director
Outcomes
The collaboration between AGI Denim and Green Story yielded several significant outcomes:
Enhanced Transparency:
AGI Denim successfully showcased their commitment to transparency by providing detailed environmental impact data for each product. The Digital Product Passports, accessible via QR codes, allowed customers and stakeholders to easily view the supply chain and sustainability information. This initiative was well-received at the Kingpins Show, positioning AGI Denim as a leader in sustainable practices within the denim industry.
Identifying Areas for Improvement:
The detailed LCAs helped AGI Denim identify potential hotspots in their supply chain that could be targeted for improvement. By understanding the specific areas where the environmental impact was the highest, AGI Denim could implement more efficient practices and technologies to reduce their overall environmental footprint.
Boost in Sales and Customer Trust:
The transparency and accountability demonstrated by AGI Denim positively impacted on their sales at the event. Customers appreciated the easy access to sustainability data, which reinforced AGI Denim’s dedication to responsible manufacturing. This not only boosted sales but also strengthened trust and loyalty among AGI Denim’s customer base.
Akhil Sivanandan, Green Story CEO: "We are thrilled to collaborate with AGI Denim in pioneering transparency and sustainability in the fashion industry. Through this partnership, we are empowering AGI Denim and its clients with actionable insights into their environmental impact, enabling informed decisions that drive positive change."
Conclusion
The partnership between AGI Denim and Green Story has demonstrated the power of transparency and sustainability in the fashion industry. By leveraging Green Story’s expertise in sustainability analytics, AGI Denim was able to present their environmental impact data in a clear, engaging, and accessible format. This initiative not only enhanced AGI Denim’s reputation as a responsible manufacturer but also provided valuable insights for continuous improvement. Moving forward, AGI Denim remains committed to reducing their environmental footprint and setting new standards for sustainability in denim manufacturing.
TL;DR
AGI Denim partnered with Green Story to revolutionize product transparency at the Kingpins Show. By implementing Digital Product Passports, AGI Denim provided detailed environmental impact data accessible via QR codes. This initiative significantly enhanced customer engagement and positioned AGI Denim as a leader in sustainable fashion.