TrusTrace, adidas, Tapestry and TECHSTYLER lead the charge towards Honest Marketing and Circularity at SXSW 2025
Pioneering a new era in sustainable fashion, TrusTrace, adidas, and Tapestry are set to headline a thought-provoking panel at SXSW 2025 titled "Honest Marketing and Circularity: A New Era for Fashion." This session will delve into the imperative of transparent data in guiding consumers towards environmentally conscious purchases and the transformative role of data and Digital Product Passports in fostering deeper brand-consumer connections. Registration is now open here.
Kicking off SXSW on opening day, March 7th, at 2:30 PM CT, this panel will bring together industry leaders to share key sustainability insights and explore fashion's evolution from a storytelling-driven industry to one built on transparency, featuring:
Sigrid Buehrle, adidas SVP Sustainability and ESG
Logan Duran, Tapestry VP of ESG and Sustainability
Anja Sadock, TrusTrace SVP of Marketing
Brooke Roberts-Islam, TECHSTYLER Founder, Forbes Senior Contributor Sustainability (Moderator)
"For years, adidas has been dedicated to increasing the use of recycled materials in our products, incorporating third-party certified cotton and ensuring our leather is processed to the highest standards set by the Leather Working Group," said Sigrid Buehrle, SVP Sustainability and ESG at adidas. "However, tracking material information from raw material to finished products needs robust data and systems. Providing transparent information about our products is of utmost importance to adidas, as we know that it drives trust and credibility with consumers and other stakeholders."
"Transparency in sustainability claims and reporting is simply a business imperative," said Logan Duran, VP of ESG and Sustainability at Tapestry. "Brands that ground communication in facts and not promises build stronger trust with their customers, investors, and stakeholders. Companies that prioritise transparency and data-driven accountability can drive real environmental impact while ensuring they meet the rising expectations for corporate responsibility."
"We're on the verge of a major shift in the fashion industry," said Anja Sadock, SVP of Marketing at TrusTrace. "Advancements in technology and AI have made data-driven transparency more accessible than ever, unlocking new opportunities to drive real impact, strengthen consumer trust, and empower shoppers to make more sustainable choices."
Brooke Roberts-Islam, a renowned writer and consultant on sustainability in the fashion industry, will moderate the discussion, using her expertise to explore how brands can navigate the evolving landscape of sustainability and consumer expectations. "Fashion marketing has long been marred by unsubstantiated and confusing sustainability claims. Brands now have an obligation–and a powerful opportunity–to share evidence-based sustainability information to empower consumers, level the playing field and re-build trust."
About TrusTrace
TrusTrace offers a market-leading platform for supply chain traceability and compliance that enables brands and suppliers around the world to standardise how supply chain and material traceability data is captured, digitised and shared.
Through its AI-enhanced platform, TrusTrace empowers brands to gather and validate primary data from their supply chains, so they can know, prove and improve their impact. The data can be used for risk management, compliance, product claims, footprint calculations, the ability to confidently and easily share data about product origin and impact, and much more.
TrusTrace is leading global-scale traceability programs for many of the world's largest and most ambitious brands and is called out as a Top Innovator for supporting the Sustainable Development Goals (SDGs) by the World Economic Forum. The company is headquartered in Stockholm, Sweden, with offices in India, France, Germany and the US.
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