South African lifestyle brand Sealand has introduced Digital Product Passports (DPPs) for eligible bags, becoming one of the first South African brands to implement the technology through a project with ITL Intelligent Label Solutions, according to the partners.
Image supplied by Sealand
The initiative gives each eligible bag a unique digital identity that customers can access by scanning a durable label with a smartphone.
The passport provides information about the product’s materials and origins, while allowing owners to register their bags, activate a lost-and-found function and access Sealand’s Evergreen Guarantee of 10 years of free repairs.
The launch positions product traceability as more than a supply chain exercise, connecting information about how a product is made with the services available throughout its useful life.
Eligible MajiTex and yacht sail bags manufactured since August 2026 are included in the initial rollout, with Sealand planning to expand the range and information available over time.
From supply chain data to customer experience
Sealand began working with ITL in 2025 to develop a Digital Product Passport that would give customers access to product information while recognising the suppliers and manufacturers involved in production.
The project required collaboration across Sealand’s supplier network, manufacturing partners and production and operations teams, with ITL providing the labelling and technology infrastructure.
Rather than limiting the passport to information about materials and provenance, the partners have incorporated practical ownership features. Customers can register a bag in their name, and if a registered item goes missing, someone who finds it can scan the passport to help return it to its owner.
The system also connects directly to Sealand’s repair offering. Registering a qualifying bag unlocks 10 years of free repairs under the Evergreen Guarantee, supporting a model in which products are maintained for longer rather than replaced when damaged.
Daniela De Siena, digital director at Sealand, says the passport extends the product experience by providing a platform for gear registration, warranty information, care instructions and lost-and-found services.
Transparency as a commercial consideration
The launch comes as brands face growing scrutiny over sustainability claims and the information available about their supply chains.
For Sealand, the passport offers a way to make selected product information accessible to customers rather than relying solely on broad claims about responsible production. It also provides a mechanism for acknowledging suppliers and makers whose contributions are often less visible to consumers.
The company says it intends to share information while protecting commercially sensitive knowledge and the competitive advantages of its manufacturing partners.
“In an industry often defined by fast fashion and opaque supply chains, we’ve chosen a more considered path,” says Brayden Raw, head of sustainability at Sealand.
“Our Digital Product Passport is a practical step towards taking accountability for our supply chain, offering real transparency to our customers and recognising the value of the suppliers we work with.”
For businesses, the approach highlights the potential for traceability systems to support both customer engagement and closer relationships across the value chain. However, their effectiveness will depend on the quality, completeness and ongoing maintenance of the information made available.
Sealand acknowledges that the passport will evolve as it receives feedback and expands the amount of product information and functionality it offers.
Preparing for a wider shift in product traceability
The project also anticipates regulatory developments in international markets. The European Union’s Ecodesign for Sustainable Products Regulation establishes a framework for Digital Product Passports, with specific requirements and implementation timelines being introduced for different product categories.
Textiles are among the sectors expected to be affected as the EU develops product-specific rules. For brands selling into international markets, the ability to organise and provide reliable product data could become increasingly important as these requirements take shape.
Sealand and ITL are introducing the technology locally before such requirements apply broadly across South African retail, providing an early example of how a local brand can begin building product-level traceability capabilities.
Jimmy Christopher, senior vice-president of group sustainability and innovation at ITL Intelligent Label Solutions, says the partnership demonstrates how digital tools can connect customers with the materials and people behind products.
“Sealand is showing that South African brands can help shape the future of product transparency,” he says.
Extending the life of products
Founded in Cape Town in 2015, Sealand makes bags, accessories and apparel using waste materials and responsibly sourced inputs. The B Corp-certified business says it has upcycled more than 116 tonnes of waste to date.
The Digital Product Passport builds on this positioning by linking material provenance with product care, registration and repair services. Its longer-term value will depend on adoption by customers, the reliability of the underlying data and the company’s ability to extend the system across more of its range.
For the wider retail and apparel sector, the initiative offers a practical example of how digital product information can support transparency while adding services beyond the initial transaction.
As product traceability gains attention internationally, Sealand’s rollout suggests that digital passports could become more than a future compliance tool: they may also help brands strengthen accountability, support product longevity and build longer-term relationships with customers.