Britain (Commonwealth)_Exciting news from the sustainable clothing brand BAM! They have just launched a groundbreaking initiative called BAM DNA, which allows customers to trace the entire supply chain of every item of clothing they sell. Not only that, but customers can also track the environmental impact of BAM’s products. This innovative service, created in collaboration with sustainability platform Green Story, is being hailed as the “most detailed, public-facing traceability effort to date by any clothing brand.”
BAM, known for its bamboo viscose clothes, has been working diligently on this project for the past five years. They describe it as “forensic work,” aiming to provide their customers with unparalleled transparency. Starting this month, the BAM DNA initiative will be available for their entire clothing range.
One of the primary goals of BAM DNA is to combat concerns about ‘greenwashing’ in the fashion industry. BAM encourages other companies in the sector to follow suit and join their efforts in driving change.
So, how does BAM DNA work? The sustainability team at BAM embarked on a comprehensive journey to trace every layer of their supply chain. This allows customers to explore and understand the creation process of each garment and its environmental footprint. For instance, the brand proudly highlights how BAM DNA enables users to track the journey of a yarn, from a family-run supplier and fabric knitting business in Izmir, Turkey. Moreover, the service provides insights into the factory’s use of solar energy to reduce carbon emissions and energy consumption during the yarn manufacturing process.
Accessing information on the supply chain of individual garments is simple. Customers only need to scan the QR code printed on their item, granting them access to all the data.
Merryn Chilcott, the sustainability and technical manager at BAM, emphasizes the brand’s commitment to transparency and accessibility. Unlike other brands that may disclose limited information about their fabrics and sewing practices, BAM believes in telling the whole story. They openly share details about fabric processing, raw material harvesting, and the transformation of crops into yarns. Chilcott adds, “This total transparency means our customers can hold us to account.”
BAM acknowledges that the production of clothing is an incredibly complex process. They firmly believe that by providing detailed transparency, consumers can better understand this complexity and take actions to minimize environmental impacts.
In addition to transparency, BAM has partnered with Green Story to receive real-time data. This data will inform their future business decisions, contributing to their ongoing commitment to sustainability.
Akhil Sivanandan, the president at Green Story, applauds BAM’s initiative, praising their dedication to engaging with supply chains and understanding each step. Through their impact assessment system, BAM can measure the impact of each process. Sivanandan expresses excitement about further developing this system with their Brand Development Partners.
While BAM takes pride in being the first clothing brand to release such extensive information to the public across their entire range, Helen White, the brand’s product director, believes that this level of transparency will become the norm in the future. She calls BAM DNA a game-changer for the fashion industry, providing customers with reliable and accurate information to make conscious choices.
White emphasizes the importance of other clothing brands following BAM’s lead. BAM DNA demonstrates that transparency and accountability can be taken to the next level. With upcoming EU legislation and France already implementing laws demanding traceability from clothing manufacturers, it’s clear that others will need to adapt sooner or later.
In conclusion, BAM’s new initiative, BAM DNA, is revolutionizing the fashion industry by offering customers an unprecedented level of supply chain traceability and environmental impact tracking. By providing transparent information, BAM hopes to combat greenwashing and inspire other brands to join their efforts. With this pioneering step, BAM is empowering customers to make informed, conscious choices about their clothing purchases. Exciting times lie ahead, as BAM sets an example for the industry and drives positive change.
