Fashion Streetwear Brand, Alyx, Pilots IOTA Tangle-Powered Supply Chain Transparency Project


Alyx, men’s contemporary fashion and streetwear shop, created by Lady Gaga’s former creative director, Matthew Williams, is the latest brand to embrace Blockchain. The store is set to pilot an IOTA-powered, supply-oriented chain transparency platform, as reported by Vogue Business.

Williams, who has collaborated with Kanye West and even won the 2016 LVMH Prize, owing to his exploits at Alyx, isn’t new in the industry. He has in the past spearheaded projects involving behemoths, including Nike, Moncler, and Dior Men. He has also piloted Blockchain projects involving the manufacturing powerhouse, Avery Dennison, and Evrythng, a UK-based IoT company.

IOTA is different and quite exciting from the ordinary blockchain technology. This distributed ledger technology is tailored for the Internet of Things (IoT). For many of its adherents, the architecture it is based on is called “Tangle.”

The Tangle protocol, unlike Blockchain, however, isn’t developed to use “blocks” or mining. Basically, this technology is built on top of a “directed acyclic graph.” DAG, as it is often known, is a topologically-ordered system whereby, several transactions run concurrently on different chains within the same network.

This pilot project is yet to be rolled out, although it will be a partnership between Alyx and IOTA. For the project, it has been revealed that nine Alyx will feature an easy-to-scan QR-code and see a product’s supply chain. The information revealed includes how its raw materials are obtained, the outfit’s manufacturer as well as its shipping pathway.

Suppliers of Alyx will need to enter their data into the database so that Evrything uploads them into the ledger. Avery Dennison, on the other hand, will be tasked with developing a digital ID tag to accompany every single cloth manufacturer.

The pilot will remain limited in its duration, although Vogue Business reported that Williams expects it to be his “north start goal.” He plans to move the whole operations of the fashion brand into Blockchain and subsequently make everything about it transparent.

The move is coming at a time when the fashion industry is fighting hard to embrace Blockchain in its supply chain. Part of the reasons behind this is the massive list of raw materials, plus the manufacturers who together complete the production cycle.

Michael Colarossi, the VP in charge of innovation, management of the product line and sustainability at Avery Dennison, said they expect to leverage Blockchain. According to him, the fact that the technology is scalable means they’ll realize greater automation and realize the most suitable nodes for the chain. He said that the system is designed in such a way that is from the supply chain where they extract the data and decide the best way to pull it efficiently.

One advantage the pilot project had, according to Williams, was that the whole implementation procedure was comparatively less complex. This, according to him, is attributed to the company’s stellar 4-year history coupled with a vast majority of its Italian suppliers who seemingly value transparency.

It is just recently that ConsenSys partnered with the French international luxury products chain LVMH and Microsoft. It helped develop a Blockchain-based platform which enables buyers to verify if the products they are buying are genuine.

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