Why most fashion brands cannot verify what they claim
Most fashion brands can confidently name their tier-1 garment manufacturers. Many have a rough idea of their tier-2 fabric suppliers. Almost none can provide verified, evidence-backed data about where their raw materials were grown, spun, or recycled — the tier-3 and tier-4 level that the EU is now requiring for credible DPP claims.
This matters because EU regulators explicitly reject self-reported, unverified claims. A brand cannot state in its DPP that a garment contains "100% organic cotton" without a GOTS certificate linked to the specific bale of cotton used in that production run. The certificate must travel with the material — not sit in a supplier's filing cabinet.
The traceability gap is not a data problem — it's a workflow problem. Brands use the "chase model": periodically sending questionnaires to suppliers, chasing responses for weeks, receiving PDFs that cannot be linked to specific batches or products. Audits fail. The cycle repeats every season.
TraceID's Ripple Model solves this by making data collection a byproduct of how suppliers already work — not an additional reporting task imposed on them.
"Trace what you claim. Claim what you can trace." — If you cannot produce a certificate or evidence trail linking a claim to a specific production batch, do not make the claim in your DPP. TraceID enforces this at the point of publication.