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PRESS RELEASE November 4th, 2022

Dynamic Brands Employs Trimco Group’s Product DNA® to Welcome the Digital Passport and Comply with the Norwegian Transparency Act

As of July 2022, Åpenhetsloven, or the Norwegian Transparency Act, requires many fashion brands to monitor and report on their social compliance across the supply chain. Norwegian outdoor fashion group Dynamic Brands kickstarts its transparency journey with Trimco Group’s Product DNA®.

Product DNA<sup>®</sup> Heldre Dynamic Brands QR Code

November 4th, 2022: The Dynamic Brands group is a Norwegian outwear fashion company, prior known as Elements Production, owning several brands such as Vikafjell, Sway, Mitchi, Heldre, and Tiny Trolls of Norway. Earlier this year, the group embarked on a supply chain transparency venture, joining forces with Trimco Group’s Product DNA®. Inspired by the EU Textile Strategy for sustainable and circular textile industry, (Etisk Handel), Dynamic Brands takes action and aims to answer to the increasing demand from consumers for more transparency in the fashion industry as well as current and upcoming regulations such as the Norwegian Transparency Act, published 6 months ago. The group kickstarted a new project that features a digital product passport combined with social and environmental compliance monitoring across their supply chain. The group employed Trimco Group and its Product DNA® platform to collect social and environmental certificates of international standards from their global outwear garment suppliers.

With their first outwear fashion brands already onboarded, Dynamic Brands can start monitoring compliance with international standards for all of their suppliers, using Trimco Group’s Certificate Manager module of the Product DNA®, and will continue throughout 2023.

Åpenhetsloven is a great initiative to drive more responsible fashion here in Norway, but it is not an easy task. Thanks to Trimco’s expert teams and international setup, we’ve been able to build up the monitoring tool and run a pilot quickly. Within a few months from our first meeting, we had garment suppliers on the platform, onboarded by Trimco’s local customer service teams, in their own language. It would be an impossible task for us to do on our own”, comments Jan Frode Skeie, Production Manager, at Dynamic Brands. “We like to involve users in developing our outerwear collections, ensuring that we combine design and function and ensuring that our products are relevant to consumers. Because most of our garments are used out in nature, it makes absolute sense to monitor and be transparent about our efforts to reduce our impact, through our sourcing too.”

While already on a good path, Dynamic Brands wouldn’t stop here. With the help of Trimco’s on-product communication solution through QR codes, the group plans to offer its consumers a digital product passport that connects the product styles with exact information about its manufacturing journey. Consumers can see where the garment has been produced and what social and environmental certifications follow—all with a simple scan. Even if the terms of the digital product passport are yet to be defined by the EU, Dynamic Brands knows it is coming and is the right thing to do.

Dynamic Brands wants consumers to access the most updated information about the garment by scanning the QR code available on the care label or hangtag. The garment’s manufacturing history, including social and environmental certifications, will be stored digitally and available to consumers before and after purchase. Connected to Trimco Group’s Product DNA®, the information will be available in English and Norwegian.

We are impressed by the dedication that Dynamic Brands has invested in this project, and we are excited to be a part of it. Thanks to well-defined goals and our Product DNA®, the first results came through very quickly. Taking responsibility in the way that Dynamic Brands is set to do, is what we need to see more of in the fashion industry”, says Camilla Mjelde, Sustainability and Compliance Director at Trimco Group.

Dynamic Brands will have the first phase of its supplier onboarding and compliance with international standards completed by the end of 2022, including the implementation of the first QR codes.

Dynamic Brands Trimco Group
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