Introduced in March 2022, and now in force as of July 2024, this ambitious comprehensive regulation that recently went into place is to mandate that any clothing brand or manufacturer that place textile products on the European market enhance the sustainability of that product throughout the entire lifecycle. This directive aims to make sustainable products the norm and boost circular business models, empowering consumers to make better buying choices in verified environmental information.

This regulation also aims to reduce waste ensuring products made or sold on theEuropean market are ready for climate neutrality and are resource efficient.Products should transition to durable and reliable product, lasting longer and made for recyclability.

Under theESPR, a sustainable product means one that is:

-      Using less energy

-      Lasts longer (is durable)

-      Easily reparable

-      Made for disassembly for parts to be reused

-      Contains fewer concerning and/or toxic substances

-      Easily recyclable

-      Contains more recycled content

-      Lower carbon and environmental footprint throughout the product’s lifecycle

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The ESPR serves as the legal basis and governs the Digital Product Passport (DPP), as well as Extended Producer Responsibility (EPR).

MĀDI ensures brands are ready for this legislation through communicating verifiable environmental information, making it easy for consumers to repair products andsend products to recycling, and providing information needed for recyclers to ensure products are in fact recycled.

In addition, MĀDI collets product performance data on repair, recycling and reuse rates so that brands can easily receive insights into how to improve theirproduct’s eco-design in the future.