Photo credit: Gbadebo
“Creative vision and sustainability can go hand in hand and actually, they complement each other and you can create something incredible that is better for the planet.” —Patrick McDowell (for Bricks Magazine)
Manchester-based upcycled fashion brand Gbadebo teamed up with CircKit to bring a new level of transparency to sustainable streetwear. The collaboration weaves CircKit's Digital Product Passport (DPP) technology into Gbadebo's newest upcycled collection, letting customers scan a QR code on the garment label to see exactly where their piece came from, what it took to make and it's carbon, water and energy impact.
It's a timely move. The fashion industry is bracing for new EU regulations that will push transparency from a nice-to-have into a legal requirement, and this partnership puts Gbadebo among the first UK streetwear brands to get ahead of the curve.
Two Manchester Pioneers, One Transaprency Mission
For Gbadebo founder and designer Kemi Gbadebo, the collaboration is as much about place as it is about product. "I'm proud to collaborate with another Manchester-based company," she says. "Having known Joe (Darwen), for some time, it's exciting to finally bring our brands together, bridging fashion and technology, to pioneer the adoption of DPPs from such an early stage, and being one of the first UK streetwear brands to champion this level of traceability in my designs."
CircKit founder and CEO Joe Darwen sees the partnership as proof of concept for something bigger. "Our mission is to make circularity and transparency feel more tangible for a brand's audience, rather than theoretical," he explains. "Working with Gbadebo has shown how DPP technology can empower independent, creative designers to communicate the story and impact of their pieces. This partnership highlights how data insights can be seamlessly woven into upcycled collections, particularly as regulations evolve, so brands feel supported to lead, enabling customers to connect with the journey of their products."
Annabel Lindsay, Brand & Communications Manager at CircKit, points to what the collaboration says about the region: "We're thrilled to be supporting a local independent designer who is a master of upcycling and embodies the creative future of more sustainable fashion. We're proud this collaboration champions innovation in Manchester, highlighting the North's growing strength in the creative tech ecosystem."
What's a Digital Product Passport, Anyway?
Digital Product Passports are a core part of the EU's Ecodesign for Sustainable Products Regulation (ESPR), designed to bring transparency and traceability to product supply chains from end-to-end. They're set to become mandatory for all textile and fashion products sold in the EU by 2027, giving consumers clear visibility into a product's origin, materials, environmental footprint, manufacturing process, and end-of-life options.
Rather than treating this as a future compliance headache, Gbadebo and CircKit are using DPPs now, turning a regulatory requirement into a way for customers to genuinely connect with the story and environemntal impact behind their clothes.
The Collection: Unoriginals
Gbadebo's Unoriginals collection marks an exciting new chapter, following the brand's win on BBC Three's The Drop UK and its debut collection at FLANNELS in late 2023. The new collection continues the brand's signature approach: taking discarded textiles and reimagining them as wearable, comfort-first streetwear staples, pieces designed to be lived in, not just looked at.
Notably, this season marks Gbadebo's first deliberate move into womenswear, with silhouettes tailored to flatter real bodies while staying true to the brand's laid-back, statement-making aesthetic. As with all Gbadebo pieces, every garment in the collection is one-of-one, keeping the brand's upcycled DNA intact while proving that sustainability can still feel elevated and exciting.
The collection is available to shop online at www.gbadebo.uk and live DPPs can be accessed on several hero product pages, by clicking the 'This Piece Has a Past' button - see a live example here.
The Launch Party
To celebrate the launch of Unoriginals, friends, family, and supporters gathered in Manchester for an intimate party, where CircKit's Digital Product Passport technology brought the upcycled garment stories to life.
The evening was complete with signature "GBADDIE" cocktails, canapés, live illustrations, and goodie bags, each one including a mini sewing repair kit, a fitting nod to the brand's circular ethos.
One of the most moving moments of the night came when Kemi spoke openly about the challenges and rewards of running an independent brand while navigating life as a new mum. Her honesty struck a chord with everyone in the room, a reminder that the heart and hustle behind Gbadebo is felt in every piece.
A real highlight was watching CircKit's technology in action: guests scanning the DPPs on the garments to uncover each piece's story, materials, and environmental impact in real time - transparency, made tangible.
Left to right: Lydia (CircKit), Kemi Gbadebo, Annabel (CircKit)
Getting Ahead of the Curve
Since launch, the collaboration has picked up coverage from The Interline, Eco Age, and Verge, proof that brands moving early on transparency are getting noticed. And the benefits aren't just editorial: it's a clear example of what's possible when a brand gets ahead of legislation rather than scrambling to catch up once it lands.
Want to learn more about how CircKit can be your data readiness partner for when DPP legislation arrives? Book a call with our Client Success Team to discuss options and next steps.
Photo credit: Vogue
Further Reading:
High-End Fashion No More Durable Than Fast Fashion, Report Discovers by Brooke Roberts-Islam - Forbes
Your stuff is actually worse now by Izzie Ramirez - Vox
Is Chanel's 'Absolute Luxury' Push Working? by Robert Williams - Business of Fashion
As a Global Recession Looms, Quiet Luxury Returns by Chantal Fernandez - Business of Fashion
What the Quiet Luxury Trend Means for Sustainability by Sarah Kent - Business of Fashion
Right to repair: Making repair easier and more appealing to consumers - European Parliament
