Tod’s joins Aura Blockchain to create digital passports

Luxury leathergoods brand Tod’s has joined the Aura Blockchain Consortium, securing digital product passports (DPP) for its famous custom Di Bag as a first step.

The company said the Consortium “enables new strategic opportunities” for the brand with the unique collaborative concept providing it with ready-to-use, cutting-edge blockchain DPP technology, “ushering in a new era of digital luxury and enhanced experiences for Tod’s customers”.

Access to the tech also enables it “to explore new strategic dimensions of digital brand development, such as creating its own DPP”.

DPPs have become increasingly important in recent years for establishing both authenticity and offering traceability of luxury products. The DPP “assures authenticity of the bags, including ownership certificates, which provide essential insights into the production and craftsmanship behind the product, the origin and sustainability certifications of raw materials and packaging, and the group’s commitment to sustainability”. 

As of now, every custom Di Bag will be digitally linked to an immutable traceability token, with the brand planning to expand the use of the Consortium’s solutions to additional collections.

Carlo Alberto Beretta, Tod’s General Brand Manager, said: “Customer experience is at the core of everything we do and this allows us to further enhance the relationship with our communities, enabling us to directly share the story behind our products through the power of blockchain technologies.’’