Future-proofing fashion: Why DPP-focused brands have the ultimate edge

We’ve already explored some of the biggest challenges fashion brands face with product information, and how Centra’s native, lightweight PIM makes managing it easier.

This time, we’re shifting the lens from challenges to opportunities.

Fashion brands that invest in clean, organized product data aren’t just solving today’s problems—they’re laying the foundation to future-proof their business. Two areas where this is already paying off are Digital Product Passports (DPPs) and AI-powered search.

DPPs and the power of PIM

While it’s been confirmed that obligations to meet the EU’s DPP regulations are expected to rollout in 2027, many details are still being finalized. While the full picture isn’t clear, here’s what we know for sure:

• DPPs will be standard for all fashion and apparel products in the EU in the not-so-distant future (and some are already grabbing the opportunity with both hands).

• Brands won’t be able to meet regulatory requirements if their product data isn’t clean, organized, and reliable.
  

That’s where a robust product information management (PIM) system comes in—it supports compliance while also enhancing the customer experience.

The link between DPPs and AI search for ecommerce

How does AI fit into this picture? Well, apart from being at the forefront of what fashion brands are thinking, talking about, and planning for, Digital Product Passports are already starting to influence AI-driven product discovery—especially as more shoppers turn to LLMs rather than traditional Google searches. But why does this matter, and what role do DPPs play in it?

As Commerce Thinking puts it: “DPPs might decide whether or not your products show up in the AI-driven search results of the future.”

In simple terms, LLMs reward complete, structured,consistent, and machine readable product data to work. DPPs accelerate this for product lifecycle and materials, paired with structured PDP data, you improve AI discoverability.

What data is important for Digital Product Passports in fashion?

When we talk about DPPs in fashion, we mean the complete set of information that tracks, describes, and confirms a garment or accessory throughout its lifecycle. Here’s what matters most:

1. Product identifiers

Think SKUs, article numbers, EANs, categories, descriptions, sizes, colors, and other attributes—essentially, all the details that define a product and its place in your catalog.

2. Material details

This is all about the fabrics and finishes. Composition (100% organic cotton? Cotton-poly blend?), treatments like washes or dyes, where and who sourced the fabric, care instructions, recyclability, and environmental impact. Not only does this fuel sustainability initiatives, but it also helps AI recommend products based on material preferences—like showing vegan or recycled options.

3. Certifications & compliance

GOTS, Fairtrade, OEKO-TEX: these are proof of quality and ethics. Add compliance documents, warranties, and manuals, and you’ve got a full picture that reassures customers and regulators.

4. Event data

This is the story of the product’s journey: from fiber to mill, to manufacturing, to warehouse, to customer (and beyond to repairs, resale, or recycling). Capturing a product’s lifecycle allows brands to prove sustainability claims, optimize supply chains, and feed richer data into AI systems that can surface products based on lifecycle info.

How brands are putting data to work

Now that we know what data matters for Digital Product Passports and AI search for ecommerce, the next question is: how are fashion brands actually putting it to work?

Some forward-thinking brands aren’t waiting—they’re already leveraging clean, structured product data to power smarter AI search, enhance customer experiences, and stay ahead of DPP regulations.

These brands are proving exactly what’s possible when you get your PIM right.

Nudie Jeans

You can’t talk about sustainability in fashion without mentioning Nudie Jeans. Their product description pages go beyond standard DPP requirements, setting the gold standard for transparency.

Every step of the production process is detailed on each PDP, from raw material suppliers to the touchpoints involved in turning those materials into yarn, fabric, and finished garments. Suppliers and manufacturers are clearly listed, with confirmation of every site the Nudie team has visited. Shoppers can see the specific route each garment takes during transport, warehouse locations, and even climate and water impact calculations for individual products. Every detail a customer could want about a product’s origin or process is out in the open. Nudie not only provides total transparency but also educates shoppers on the environmental and social impact of their products.

All of this comes together in a clean, user-friendly, on-brand interface that makes the data instantly accessible. It’s more than design, it’s a masterclass in product data management.

A smarter way to manage fashion product data

Product data is only as powerful as the system that manages it. Centra turns product data into a single source of truth, making it clean, structured, and AI-ready. Brands can standardize attributes like fiber composition, certifications, and production details across every style and size. They can also scale easily with evolving DPP regulations, supporting compliance and ready to take full advantage of future AI-driven discovery.