Google announced its plans at the ongoing Textile Sustainability Conference in Dublin and said it had thus far worked with WWF and brand partner Stella McCartney which had helped showcase the efficacy of the technology in practice.
“More and more, consumers are insisting that they understand where their clothing is coming from. But often, the very people producing the product don’t have the information they need. And they’re desperate for it. This tool is a great answer for us at Stella McCartney, and for the broader industry, to really understand the impact of where they’re sourcing from,” commented McCartney.