The R Collective, EVRYTHNG & Avery Dennison Launch Digital Sustainability Initiative for the Apparel Industry

EVRYTHNG and Avery Dennison Join Forces with The R Collective, supported by Levi’s®, to Digitize Upcycled Denim Reimagined Collection

NEW YORK, LONDON & HONG KONG, MAY 5, 2020EVRYTHNG, the Product Cloud providing digital identities for the world’s consumer products, and Avery Dennison (NYSE: AVY), leader in intelligent label solutions that bridge the physical and digital, today announced a partnership with The R Collective for the launch of its Denim Reimagined collection, made with upcycled denim provided by Levi Strauss & Co. (LS&Co.). The innovative initiative is aimed at reducing apparel’s climate impact.

Denim Reimagined signals the launch of The R Collective’s global sustainable consumer care campaign — #WearAndCare — that educates consumers after the point of purchase on how to wash, dry and manage clothing to minimize climate impact. “We recognized early on that the success of our initiative would require full participation by our entire ecosystem — from sourcing to designer to the consumer,” said Christina Dean, founder The R Collective and Redress. “Working with EVRYTHNG and Avery Dennison, we are quite literally turning each clothing item into a direct-to-consumer channel to educate and engage consumers with our denim’s sustainability message, while also providing the product authenticity and transparency information they demand.”

One pair of jeans, along its entire lifespan from crop to disposal, generates 33.4kg CO2 emissions, which is the equivalent of driving 69 miles by the average US car. Fabric production and consumer care are the two most significant phases for climate change impact when it comes to denim.

Partnering for the Future of the Planet

The R Collective has partnered with EVRYTHNG and Avery Dennison to digitize its entire Denim Reimagined collection — creating a multi-layered consumer engagement program to educate customers on the importance of sustainable clothing care. Specific elements of the Denim Reimagined solution include:

  • Avery Dennison’s innovative product labeling, made from recycled materials and using zero-waste water-soluble materials — digitally activated with Avery Dennison’s Janela™ solution
  • A unique Active Digital Identity™ in the EVRYTHNG Product Cloud for each clothing item — driving digital experiences from every clothing care label and providing visibility into each garment’s journey.

“The apparel industry faces significant sustainability challenges, responsible for far more than its fair share of global carbon emissions. Digital traceability provides powerful tools for brands to both provide consumers with transparency on their supply chain and sustainability practices, and to implement re-use, recycle and resell programs at scale moving the industry toward circularity,” said Niall Murphy, CEO and Co-founder, EVRYTHNG. “The R Collective is pointing the way with the digitization of its upcycled Denim Reimagined collection providing visibility into each clothing item’s journey, and making it easy for consumers to engage by scanning the QR code on the label.”

“Collaboration is central to making sustainable change within the fashion industry,” said Michael Colarossi, vice president of innovation, product line management and sustainability for Avery Dennison Apparel Solutions. “Avery Dennison is committed to helping drive circularity, and our intelligent labeling solutions can play a big part. It’s exciting to see that our partnership with stakeholders like EVRYTHNG and The R Collective, is helping to address some of the fundamental challenges the apparel industry is facing.”

The R Collective’s Call to Action

The R Collective is driving conversations about sustainable consumer care through its denim collection — turning each clothing item into a direct-to-consumer media channel. Customers simply scan the QR code on the garment’s care label with their smartphone to activate 1 of 4 digital experiences:

  • Product journey — featuring unique details of each garment from the sourcing of upcycled materials to the deconstructing of surplus inventory to the reconstructing of the finished product.
  • Sustainable consumer care education — featuring a #WearAndCare Campaign video.
  • Restyle, Repair, Reuse — featuring content to help customers to extend their clothing’s use-phase.
  • Denim Reimagined story — featuring “the why” behind The R Collective’s vision for a more sustainable world including, Denim Reimagined designer, Jesse Lee’s story

The R Collective’s consumer care campaign is funded by the  LS&Co. Collaboratory fellowship program for social entrepreneurs focused on creating a more sustainable apparel industry. The current campaign comes with the message: ‘Wash Less’ (wearing jeans 10x before washing instead of after once), ‘Wash Cold’ (washing cold instead of warm reduces climate impact by 69%), ‘Line Dry’ (instead of using a dryer reduces climate impact by 65%) and ‘Donate to Charity.’

In support of The R Collective campaign, Avery Dennison created a range of woven label patches  with messages, to remind customers to lower their washing temperature and be mindful of sustainable care.

“This is just the beginning of what we hope will become a global call to action,” said Dean.

Denim Reimagined is available for pre-order on from 4 May and at Levi’s® store located in Hong Kong’s K11 MUSEA store from 11 May. Price points from USD120 to USD298.

EVRYTHNG helps consumer product brands operate with data-driven intelligence through the digitization of their products and the data they generate. The EVRYTHNG Product Cloud manages an Active Digital Identity™ for each product item, gathering and applying data from and about each item from sourcing to manufacturing to the consumer to recycling or reuse. Global consumer brands in apparel, beauty, CPG, and wine & spirits work with EVRYTHNG to manage billions of digitized product items, gaining visibility across their supply chains, providing transparency and traceability, and connecting directly with their customers through their products. EVRYTHNG has been named a Technology Pioneer by the World Economic Forum, originated the technology driving the GS1 Digital Link global barcode upgrade, and was recently identified as one of the 50 most disruptive companies in the UK. Learn more at and @EVRYTHNG.

About Avery Dennison Retail Branding and Information Solutions

Avery Dennison Retail Branding and Information Solutions (RBIS) is a global leader in providing physical and digital labeling solutions that enable brands and retailers to address challenges and opportunities from source through to store, and in consumer engagement. RBIS provides end-to-end solutions in predominantly the apparel and footwear industry and is a $1.7 billion division of Avery Dennison Corporation (NYSE: AVY). Its products include tickets, tags, woven and fabric labels, heat transfers, software, printers and consumables. The Intelligent Labels division that sits within RBIS is the world’s largest UHF RFID partner, with over 1750 patents and applications worldwide serving multiple industries across retail and industrial segments. RBIS serves the global marketplace with operations in 50 countries, across six continents. For more information, visit

About The R-Collective

The R Collective upcycled fashion brand creates sustainable womenswear using rescued excess fabrics sourced from world-leading brands, mills and manufacturers, in collaboration with award-winning sustainable designers around the world, who are alumni of The Redress Design Award, the world’s largest sustainable fashion design competition. Inspired by the 2007-founded charity Redress, The R Collective launched in 2017, with debut collections bought by Barneys New York and Lane Crawford. In January 2020, The R Collective launched on Net Sustain, of Net A Porter. The award-winning social impact business is focused on Sustainable Development Goals #12, Responsible Consumption and Production, and #13, Climate Change. Twenty five percent of profits are donated to environmental charity Redress to further drive sustainability in the fashion industry.

[1]  The Life Cycle of a jean – understanding the environmental impact of a pair of Levi’s 501® jeans.


Contact Info:
Susan Baldwin

+1 (509)939-1137

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