ASK Scandinavia is answering the growing consumer demand for radical transparency by offering proof, not promises. In partnership with the technology platform Tree, ASK will debut its first Digital Product Passport (DPP)during Fashion in Helsinki, on 23rd of May, 2025. Launching with the Nova Tote, this initiative places ASK among the first Nordic brands to implement DPPs across an entire product line — not as a pilot, but as a new standard for all products moving forward.
Kasper Karimaa, CEO and Co-Founder of Tree, comments on the collaboration: “Tree is committed to revolutionizing how companies create value through transparency. ASK Scandinavia’s unique, forward-thinking commitment to the most innovative materials makes them a dream partner in the countdown to a new set of eco-design regulations.”
For ASK, this collaboration is more than regulatory preparation — it's a commitment to leading fashion into a new era of verified impact. Powered by Tree’s blockchain-secured, regulation-ready platform, the DPP rollout reflects a bold shift in how transparency, innovation, and storytelling intersect in sustainable fashion.
“Integrating Digital Product Passports into our products is not just about meeting regulatory requirements — it’s part of our long-term strategy for future-proof fashion,”says Anette Cantagallo, Sustainability Director at ASK Scandinavia. “We believe transparency yields customer engagement as giving people access to a product’s full story builds deeper trust and lasting value.”
What Is the DPP — and Why It Matters
The Digital Product Passport is a dynamic digital identity linked to each product. Scannable via a QR code, it stores verified data on:
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Material composition
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Production origin
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Care instructions
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Circularity and reuse pathways
Built for scalability, Tree’s DPP platform ensures compliance with the upcoming EU Ecodesign for Sustainable Products Regulation (ESPR) and positions ASK as a pioneer in traceability-as-standard. It’s a bold move that signals how tech, regulation, and consumer empowerment can now co-exist in product design.
Tree was selected not just for its secure, intuitive infrastructure, but for its deep-rooted role in shaping the future of traceability. The team behind Tree has collaborated directly and indirectly with the European Commission, contributing research and helping define the standards for the ESPR and DPP legislation. Much of their thought leadership is publicly accessible, reinforcing their authority in the space.
Launching DPP with the Nova Tote: From Tree to Tote
The Nova Tote leads the integration of Tree’s DPP technology into ASK’s collections, showcasing material transparency and circular design innovation at every layer:
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SPINNOVA® fiber, sourced from FSC-certified wood, processed mechanically without harmful chemicals
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Natural Indigo Finland dye, extracted from Paulig’s post-consumer coffee waste, exemplifying circular colour systems
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QR-enabled product, giving consumers access to the tote’s DPP and full lifecycle
At Fashion in Helsinki, visitors will be able to scan and explore Nova Tote’s journey — demonstrating how technology can elevate material storytelling, not just track it.
Both companies believe that consumer trust will be earned not through marketing claims but through radical access to facts. The infrastructure developed for this launch is designed for scale, and will be expanded across all future ASK collections.
Industry Impact: From Vision to Demonstration
While many brands wait for regulation, ASK is already delivering. This launch is a real-world showcase of how circular design, regulatory compliance, and digital transparency can be built into a product from day one. It’s a living example of how the fashion industry can evolve — proactively, responsibly, and creatively.
Experience the Future of Fashion Traceability
Attendees of Fashion in Helsinki are invited to:
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Scan the Nova Tote and watch its story unfold—from tree to tote, from waste to circular value
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Experience the DPP in action and explore a new frontier of transparency in accessories
Sign up to the Tree Event on Friday 23 May during Fashion in Helsinki to experience ASK Scandinavia’s Digital Product Passport live:
Tree® Conscious Reverie for Fashion in Helsinki
Teollisuuskatu 9, 00510 Helsinki, Finland. Tree showroom.