Designer Kids Club debuts ReLuxe Story circular IDs
Designer Kids Club has launched ReLuxe Story, a digital product history platform that uses Digital Product Passports for luxury childrenswear sold through its marketplace.
The company has stated that the launch marks the first use of Digital Product Passports in a circular platform focused on luxury childrenswear. Designer Kids Club operates a resale marketplace for children's fashion and lists items from brands including Gucci, Burberry, and Fendi via its website and mobile app.
The ReLuxe Story initiative utilises Digital Product Passport technology from Provenant, which assigns a unique digital profile to each garment. Designer Kids Club confirmed that this profile records essential information linked to authenticity and environmental impact, as well as ownership history and care instructions.
By integrating this technology, the platform aims to enhance transparency within the resale market, allowing customers to verify the heritage and sustainability credentials of high-end garments.
Digital profiles
Designer Kids Club said each item on the platform has a corresponding Digital Product Passport that consumers can access through a scannable QR code and through a digital wardrobe feature. The company said the digital profile includes information such as an environmental footprint, certificates of authenticity and care instructions.
The company has stated that the launch marks the first use of Digital Product Passports (DPPs) in a circular platform focused on luxury childrenswear. Designer Kids Club operates a resale marketplace for children's fashion and lists items from brands including Gucci, Burberry, and Fendi via its website and mobile app.
The ReLuxe Story initiative utilises Digital Product Passport technology from Provenant, which assigns a unique digital profile to each garment. Designer Kids Club confirmed that this profile records essential information linked to authenticity and environmental impact, as well as ownership history and care instructions. The platform also maintains a connected record that brings together provenance information, sustainability data, and resale-readiness details. Designer Kids Club described this as a "complete loop" model specifically designed for the luxury childrenswear segment.
Childrenswear often has a short initial ownership cycle because children outgrow clothing quickly. Consequently, Designer Kids Club has positioned the platform around extending the usable life of garments through resale and related circular models, aiming to enhance transparency and sustainability within the high-end fashion market.
The company said the system tracks a garment's journey from purchase to resale and beyond. It said future updates will add options for customers to contribute their own information to a garment's record, including details about who wore it and personal moments associated with the item.
Brand access
Designer Kids Club said ReLuxe Story sits within a broader "Circular Fashion Ecosystem" offer for brands. The company said brands can use the platform as a route into resale and rental. It also said the offer includes take-back schemes and authenticated resale without brands building their own systems.
The launch also ties into regulatory changes in Europe. Designer Kids Club pointed to the EU's Ecodesign for Sustainable Products Regulation, which it said will mandate the use of Digital Product Passports and require product lifecycle information to be accessible.
Designer Kids Club said it can apply Digital Product Passports to new products through an exclusive pre-order service. The company said it authenticates items and records their details as soon as they arrive.
"Designer Kids Club was born from my son outgrowing his wardrobe faster than I could keep up. I knew luxury fashion could be both beautiful and better for the planet, and I wanted to prove that children's fashion could be a driving force for sustainability. Innovation has always been at the heart of our approach, and with ReLuxe Story we're introducing something truly transformative with a complete loop for luxury childrenswear that supports resale, and rewear. This partnership with Provenant empowers both families and brands to join the circular fashion revolution together," said Ve'Ronika Pandya, Founder & CEO, Designer Kids Club.
Designer Kids Club also framed the product data layer as a way to shape consumer decision-making in the second-hand market.
"With Provenant's Digital Product Passport solution embedded in our offering, we will empower consumers to make more eco-conscious decisions, while also supporting luxury brands to join the circular fashion revolution without the need for their own infrastructure, creating one seamless loop. We firmly believe that efforts like this will begin a new era of buying, selling, renting and giveback behaviour that will enhance transparency, trust and engagement, and make circular fashion mainstream," said Pandya.
Compliance backdrop
Provenant positions its work around preparation for EU Digital Product Passport requirements. The company said legislation has driven broader interest in Digital Product Passports across multiple industries. It also said some firms have treated the technology as a compliance requirement, while others have used it to develop new consumer-facing products and services.
"In the last few years, Digital Product Passports have gained traction across industries, in part due to mandates imposed by EU legislation. While some businesses are considering them purely as a compliance tool, others like Designer Kids Club have understood their potential to power innovation, build entirely new customer experiences, and drive real sustainability impact while fuelling business growth. With ReLuxe Story, powered by Provenant's Digital Product Passport technology, Designer Kids Club are not only spearheading a new era in luxury childrenswear resale, but creating a foundation for continual innovation that enables brands to future-proof. We're excited to see all that they will achieve and are proud to be a key part of the journey," said Lars Rensing, CEO, Provenant.