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Since 2006, Studio Anneloes has been steadily working toward a more sustainable approach to fashion in Europe. Instead of following fast-changing trends, the brand focuses on designing clothing that helps women feel confident, strong, and comfortable, while maintaining a respectful approach to both people and the environment.
About 90% of garments are made in Europe, supported by a transparent supply chain and a hands-on approach to responsible production. They see innovation as core to their identity, implementing new solutions years ahead of legislation.
While many in the industry are experimenting with Digital Product Passports with limited pilots, Studio Anneloes adopted a far bolder strategy. Under the direction of Sustainability Manager Laura Koedijk, Studio Anneloes partnered with Tappr to become one of Europe's first fashion brands to launch DPPs at full scale.
As of May 2025, they have successfully implemented Digital Product Passports across 85% of their entire collection.
Studio Anneloes was already doing the work behind the scenes to produce more responsibly, but wanted those efforts to have greater impact — a way to translate sustainability into tangible actions rather than just website claims.
They identified the use phase of their garments as the biggest opportunity. As co-owner Jan-Willem van Loon from Studio Anneloes put it, "Our garments are of the highest quality and last very long. But washing and wearing them still has an impact, and that's something we can actively reduce."
This pushed them to find a solution that could bring transparency, improve the customer experience, and connect to real impact initiatives. The problem was that no existing system offered centralized, verifiable, or user-friendly product data.
Additionally, being "DPP pioneers" meant navigating uncharted territory, which came with its own set of challenges. Having no established framework of what a DPP should be, Studio Anneloes was left to make critical decisions without clear regulations or industry norms to guide them.
Studio Anneloes launched their DPP program in Fall 2023, starting with their workwear line (@WORK by Studio Anneloes) before expanding in Fall 2024 to their entire collection.
The implementation required coordination across multiple departments including IT, sales, marketing, design, and was led by sustainability.
Their DPPs include:
Leveraging Tappr's robust DPP platform, the team efficiently mapped and structured all relevant product data from their existing system (via Business Central’s Trimit). This data then powered an intuitive customer experience, accessed effortlessly via QR codes integrated directly onto garment labels.
Beyond the customer-facing benefits, partnering with Tappr unlocked significant and unexpected operational efficiencies.
Tappr's automated care label process virtually eliminated manual work for factory teams, establishing a streamlined 'don't think, print' workflow that drastically reduced errors and saved time. Compliance dashboards also identified data integrity issues that were previously invisible, adding significant value for IT and sustainability teams.
The Studio Anneloes DPP system continues evolving daily, with ongoing improvements and new capabilities being added regularly.
Studio Anneloes achieved complete DPP coverage for their @WORK line and 85% coverage across their entire collection, positioning them to be fully prepared years for compliance before EU textile regulations take effect in 2027.
Digital Product Passports provided the infrastructure Studio Anneloes needed to launch product registration services and saw the opportunity to incorporate their resale plans in their roadmap. This enabled new circular features that opened additional revenue streams while making it easier for customers to buy and sell pre-owned pieces.
Scan and engagement rates revealed something important: people actively interact with sustainability content when it's accessible and actionable.
Studio Anneloes had always been doing the hard work of sustainable fashion behind the scenes. Now, through Digital Product Passports, they could finally share these efforts with customers in a meaningful way.
Looking ahead, Studio Anneloes plans to integrate their DPP system with their resale platform, offering customers one-click access to circular fashion options. As they continue to refine their approach, their DPP journey demonstrates how early adoption of emerging technologies can create competitive advantages while driving meaningful environmental impact.
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