The brand will release short documentaries on its app, with topics including rotational grazing, soil analysis and regenerative farming. For more on these subjects, Stylus members can access How Soil Will Save the World.
Additionally, a Time Capsule feature taps into Sheep Inc’s identity as a brand built to last and be passed down through generations. It encourages customers to save photos of themselves in the garments for posterity, enabling future generations to look back at loved ones wearing the items.
While Sheep Inc has allowed consumers to read about its production cycle and the carbon footprint associated with their garments via NFC since 2019, the third component of the project – Sheep Selfies – lets customers view the flock via on-farm livestream cameras, providing an unfiltered experience of the animals’ everyday life and proving they’re well-treated. To see the sheep, you can swipe your phone over the NFC tag, which takes you to a microsite or, from February 2023, a dedicated app. Users can even name their favourite sheep (on their profile only).
“There is definitely an increased demand for brands to prove they are behaving correctly,” said Sheep Inc co-founder Edzard van der Wyck. “By building technology that shows provenance and impact into garments, we are well set up to cater for this evolved customer mindset.”
The project develops the transparency efforts of brands including London-based clothing company Pangaia’s digital provenance passport and American footwear brand Fuchsia’s partnership with US blockchain specialists Provenance.
For more on environmental accountability, sustainability and transparency, Stylus members can see Eco Comms: Retail, Marketing & Messaging, Winter 2022.