This week’s guest on The WTiN Podcast is Feico van der Veen, founder and CEO of The Movement (a company offering sustainable fibre and yarn solutions for the textile industry) and its integrity technology company called AWARETM.
Founded in April 2020, AWARE has a mission to eliminate greenwashing by offering a secure traceability system that can be integrated into recycled materials. Firstly, a tracer is added to the yarn which is then registered using blockchain and then this yarn can be made into any product. The final item can then be scanned to identify the tracer content to check verify any claim.
In this episode, van der Veen explains how the process works in much more detail and how it was his frustration about fake claims in the industry and the struggle brands have to prove their claims that led him to create AWARE. He also talks about how this technology can be applied to other fibres and yarns, how consumers are willing to pay more for sustainable products such as these, and how tracer technology such as AWARE’s could be the ‘new normal’ in the future.