Why should creatives embrace circularity? It’s a question too often left out of the conversation. My perspective comes from experience: I’ve worked with the biggest brands, where business goals and creative pressure rarely leave space for reflection, let alone rewiring our approach to sustainability. But the world changed—especially during the Covid era. I had the rare chance to pause, to question, and to reimagine what creativity, responsibility, and transparency could mean together.

I’m a progressivist by nature—with Nordic upbringing, sustainability has always been part of my vision. But I believe it’s more than a regional value; it’s a universal echo for creativity itself. At its best, luxury and design are quests for perfection of craft, innovation, and honest artistic expression. Today, I’d argue that true excellence—"perfect design"—demands a responsible, sustainable approach. If our work harms the world, or leaves people in the dark, can we really call it the best?

That’s why I love Digital Product Passports. They’re not just compliance tools—they’re gateways to a new kind of fashion, where every unique item has a place and a story. As creatives, we don’t just make products; we craft stories, images, and meaning. DPPs let us weave that storytelling directly into each piece, extending our narrative to the wearer in ways that were never possible before. Imagine the possibilities how to tell the stories in new ways, shape own digital archives or even building own living legacy.

This isn’t just for the giants. My own brand, Aalto, has always had clients far from home—from Asia to North America. I’ve often wondered: when someone discovers us in a boutique for example in Chicago, how much do they really know about our work, our vision, our values? Until now, the answer depended on a sales pitch or a search engine. That isn’t the best narrative. With DPPs, designers can share their story, their values, and open a direct channel with every client—no matter where they are.

For me, the ultimate product is simple: it’s designed with creative passion, made with 100% recycled materials in a local, responsible supply chain, and given a unit-level digital passport for full transparency. Technology is the only way to achieve this at scale, and it’s what inspired Recoded™—to make this solution democratic, available to all, and a real game changer for the industry.

We’re still at the beginning. But I believe this is the next leap for fashion. When the best new designers, the most engaged brands, and passionate communities come together, there’s hope for something better.

I hope this letter inspires you to join us. Whether you’re a designer, a maker, or a curious wearer—let’s recode the hell out of this great fashion industry. For more information, sign up or visit us at recoded.fr.

yours truly,

Tuomas Merikoski

photo credits: "TOOLS" by Camille Verguin