OTB Group’s Blockchain Initiative
OTB Group, the parent company of luxury fashion brands such as Maison Margiela and Jil Sander, announced on Wednesday the integration of blockchain technology to provide digital authenticity certificates for its products. This initiative will commence with the Fall/Winter 2024/2025 collections, covering over 1.5 million products across all OTB’s luxury brands.
Digital Partnership with Aura Blockchain Consortium
OTB is a member of the Aura Blockchain Consortium, a Switzerland-based non-profit association founded by Mercedes-Benz, OTB Group, Prada Group, and Cartier. The consortium provides blockchain-agnostic solutions tailored for luxury brands, addressing challenges related to authenticity and sustainability communication.
Stefano Rosso, a board member of the Aura Blockchain Consortium and CEO of Marni brand, emphasized the benefits, stating that this advancement enables brands to ensure greater transparency, innovative interaction methods, and a more prestigious customer experience.
Impact on Production Processes
Rosso highlighted that the full-scale adoption of blockchain technology and its integration into production processes would enable OTB Group to quickly respond to future legislative challenges and opportunities. This move positions the company at the forefront of technological innovation in the luxury fashion industry.
NFC Chips Enabled Fashion Brands
The integration of blockchain technology will include the insertion of NFC chips in every garment and accessory. These near field communication (NFC) chips allow clients to access the digital authenticity certificate using their smartphones, providing detailed information on the product’s uniqueness and origin.
In 2022, OTB Group had already incorporated NFC chips in over 1.2 million products on the blockchain platform provided by Aura. Stefano Rosso, chairman of Maison Margiela, stated in September that digital certificates of authenticity are crucial for solving significant industry issues.
Industry-Wide Adoption
Earlier this year, denim manufacturer Wrangler introduced traceable jeans with NFC chips for its non-fungible token (NFT) holders, showcasing the broader adoption of this technology across the fashion industry. This trend underscores the growing importance of digital traceability and authenticity in enhancing brand value and consumer trust.
