UK fashion giant New Look has taken a significant step towards sustainability by joining forces with blockchain traceability startup TrusTrace. The move is part of New Look's "Kind to Our Core" initiative which promotes responsible sourcing and aims to reduce emissions, make fashion more eco-friendly and create more transparency and accountability in the supply chain. The production of a single pair of jeans, for example, requires approximately 1,800 gallons of water. New Look has set ambitious targets including reducing carbon emissions by 46% by 2031 and achieving Net Zero status by 2040. TrusTrace's open architecture facilitates integration with various stakeholders which provides detailed insights into New Look's supply chain. The company has raised $6 million in funding this year and notably works with major brands such as Adidas, Asics and Brooks Running. The collaboration with TrusTrace marks a pivotal move for the fashion industry as more and more major companies are embracing blockchain technology for traceability and sustainability.



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