“In a world of disposable everything, provenance is power. DPPs shouldn’t just tick a box. They should tell a story — one that lives on long after the first purchase.”

Leanne Elliott Young, CEO & Co-Founder, IoDF

While many in the fashion industry are bracing for Digital Product Passports (DPPs) as a bureaucratic burden, IoDF (formally known as Institute of Digital Fashion) sees something else: a once-in-a-generation opportunity to transform garments into gateways with ROI.As EU legislation looms, requiring DPPs for all fashion goods by 2030, IoDF unveils a scalable solution already in action — one that meets the needs of regulation while unlocking new business models for resale, royalties, community engagement, and real-time storytelling.This is not just a tool for data compliance. It’s infrastructure for a new kind of ownership — one where every product becomes a living archive of identity, community, and legacy.

Image:
Cattytay and Leanne Elliott Young, courtesy of IoDF by Daniel Michael Baker

“We want to build a live, dynamic map — a digital layer that allows every customer to instantly see where their product has been, who’s worn it, how it moved through culture. It’s authentication meets inspiration. That’s how you build emotional durability.”

Cattytay, Creative Director, CEO & Co-Founder, IoDF

  • Fashion’s Next Layer: From Fabric to Feedback Loop

    Fashion is no longer just about what we wear, but how we connect, trace, and share its journey. Most consumers still don’t know what a DPP is — yet brands are waking up to its power. IoDF's launch repositions DPPs as emotive digital layers: technologies that combine blockchain transparency, community storytelling, and digital identity to create cultural capital, not just product data.

    IoDF leads the cultural strategy, creative direction, and consumer experience — underpinned by our trusted, tier-one technology partner known for powering some of the world’s most complex digital ecosystems, trusted by Fortune 500 brands. This collaboration ensures that while the creative and community layers remain distinctly IoDF, the infrastructure behind them is enterprise-grade, resilient, and ready to scale.

    The system is built to serve everyone — from independent designers to global fashion houses — with seamless integration, secure ownership trails, and a future-proof foundation that merges emotional storytelling with technical precision.

  • Redefining Ownership, One Garment at a Time

    “Tech is a tool and for us it's about turning every product into a story. Into a connection. DPPs should let a customer see where something came from, who owned it before, how it’s evolved. Whether it was worn by a cultural icon or passed down through subcultures, that story lives on. That's legacy.” — Leanne Elliott Young, CEO & Co-Founder, IoDF.

    The system isn’t just for luxury, it’s modular enough for independent designers, streetwear labels, resale platforms, or fashion houses. Designed to empower all creators, it makes resale traceable, royalties fair, and sustainability transparent. DPPs become a bridge between brands and the people who wear, and rewear, their work.

  • About IoDF 

    IoDF shapes culture, builds systems, and brings scalable, creative firepower to legacy challenges.

    Since its launch in 2020, IoDF has become the backbone of innovation in fashion, shifting the global arena via activations, campaigns and c-suite led cultural engagement strategies that create lasting impact and legacy. 

    IoDF world-class viral experiences at cultural moments in high fidelity. IoDF provides 360 digital solutions, strategies, innovations and campaigns – including but not limited to AR, AI, VFX, CGI, UX, gaming, digital assets, diverse casting, research papers and Web3 and consultancy.

    Partnered with Snap Inc., collaborating with Epic Games, and allied with Epam Systems for DPP solutions, IoDF is strategically positioned to build future-facing business models. A member of the Luxury Fashion Collective on TikTok, the Forbes Council, and Women of Davos, IoDF aligns cultural vision with technological innovation.

    Among its accolades, Vogue Runway describes them as “the masterminds behind fashion’s transition to the metaverse.” Co-founders Leanne Elliott-Young and Cattytay are international keynote speakers on fashion, sustainability, and Web3, and have been featured in global rankings such as: “Number 1 Women in Web3 Europe,” “Vogue Business 100 Innovators,” and the “Global Top 100 Women of the Future.” .

IoDF’s DPP system is being rolled out with:

Fashion Weeks (London, Paris, Milan, Copenhagen, Berlin, New York), through live activations, digital twins, and community-led experiences. It is also being implemented by resale platforms and authenticators, bringing verified provenance into the heart of secondhand commerce. Luxury and independent labels — from heritage houses to next-gen creators — are using DPP to future-proof their IP. The model adapts across sectors, from retailers to fandom brands and cultural creators, whether it’s athletes, musicians, or subcultures.

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