Aura Blockchain Consortium Says It Has Logged More Than 40 Million Products

The Aura Blockchain Consortium announced that it has successfully created digital product passports (DPPs) for over 40 million items this month. These passports contain a wealth of information, from traceability credentials to engaging product narratives, enhancing consumer transparency and trust, according to the group’s statement.

Among the multitude of physical items integrated with these digital identities, typically accessed through NFC chips or QR codes, are pieces from renowned brands such as Prada’s Eternal Gold fine jewellery collection, Loro Piana’s linen André shirts, Rimowa suitcases, and over 800,000 items spanning OTB Group’s portfolio, which includes Marni, Maison Margiela, and Jil Sander.

Romain Carrere, appointed as the group’s new chief executive and general secretary in September 2023, described this achievement as a significant milestone in the statement.

Founded in April 2021 by a unique collaboration of luxury industry giants including LVMH, Prada Group, and Richemont-owned Cartier, with OTB Group joining as a founding member shortly after, Aura aims to leverage blockchain technology to enhance the traceability and transparency of luxury products. Despite positioning itself as “the world’s leading blockchain partner” for luxury, other companies, both blockchain-focused and otherwise, such as Arianee and EON, are also actively developing DPPs for fashion items.

Brands have increasingly embraced DPPs as a means to provide consumers with comprehensive product information and engaging narratives. However, the urgency has intensified following the EU’s proposal for new regulations, which could mandate fashion and other industries to assign each item its own DPP by as early as 2026. This initiative forms part of a broader effort towards corporate sustainability and transparency.


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