The Recoded™ innovation program, the original brainchild of Aalto brand and its founder Tuomas Merikoski, has just released something quietly revolutionary: the first publicly available Gen 1 Digital Product Passport (DPP) Label. This isn’t just a platform or a physical tag—it’s a new way to experience, own, and connect with fashion.

In luxury fashion, every detail matters. But until now, even the most cherished items lost their "glow" after a few wears. The Gen 1 DPP Label changes that. It gives each piece a unique, counterfeit-proof digital twin. One scan, and you unlock not only certified product details and care instructions, but also a curated world of content—campaigns, collections, even the story of how your piece came to be.

But the true value isn’t just in the technology. As Tuomas Merikoski puts it, “The DPP isn’t about avoiding copycats or just making resale easier. It’s about a better experience throughout the life cycle.” Imagine: your favorite jacket, not just worn, but remembered—its collection, its fashion shoot, its place in your own story. The DPP label extends the satisfaction of a new piece for a lifetime, not just a season.

And it’s designed for everyone. Whether you’re a global powerhouse seeking a fully “white label” custom solution, or a daring independent ready to plug into Recoded™’s all-in-one platform, the Gen 1 DPP Label is as versatile as it is beautiful—a woven signature stitched into every piece, seamlessly connected to the digital world.

Now, product information is certified, ownership can be claimed in seconds, and dedicated customer support is just a click away. But the real breakthrough? Your product’s story doesn’t just begin at creation—it grows with you. Scan to unlock its origins, then watch as each new chapter unfolds: every wear, every service, every moment you share is added to its living digital history.

What’s more valuable—or more personal—than seeing how your favorite piece’s journey is shaped by your own? With the Gen 1 DPP Label, you don’t just own an item; you become part of its evolving story. Value goes beyond the physical or monetary—you participate in recoding its meaning, every time you wear it, care for it, or add a new memory to its archive.

Recoded™ is rolling out the Gen 1 DPP Label through its partner brands, ultra-sustainable in-house product launches (saving up to 80% of carbon/water impact!), and community-driven collaborations—like a new partnership with L’Institut Français de la Mode.
Discover more and experience the next chapter at www.recoded.fr.

photo credits: "TOOLS" and "MACROS" by Camille Verguin