In an era of tightening environmental regulations and increasing consumer demand for transparency, “self-reporting” is no longer enough to satisfy the modern supply chain. For the fashion apparel industry, that means full traceability that provides accurate data for each product from the fiber to retail.
Here, Julianne Thibodeaux, head of global commercial at FibreTrace, discusses why fashion has entered a critical period, how to overcome technical challenges related to data sharing and the ways in which the FibreTrace physical traceability system is built to provide certainty.
HGI: With forced labor concerns, sustainability regulations and new rules of origin policies all emerging as key concerns, what does this mean for the need for traceability?
Julianne Thibodeaux: The industry has moved past the tipping point: traceability is no longer voluntary; it is mandatory. Legislation is evolving quickly, and clear visibility into where clothing and textiles originate is now essential for both brands and consumers. With 2030 approaching as the benchmark for major sustainability commitments, the next 3 to 4 years are critical. We will see rapid acceleration in physical traceability, verifiable data systems, supplier collaboration and transparency-driven brand differentiation. Brands that move now will stay ahead of regulators, earn deeper consumer trust and strengthen the resilience of their supply chains, while those who wait will face increasing risk and diminishing room to maneuver.
HGI: When should fashion firms consider adding physical trackers into their traceability toolkit?
JT: Fashion brands should consider adopting physical traceability solutions as soon as they need verifiable, tamper-proof evidence of material origin and movement. Physical traceability not only helps brands significantly reduce the risk of greenwashing and meet rapidly evolving regulatory requirements, but also provides real visibility deep into the supply chain — ensuring suppliers uphold the brand’s values, ethical standards, and sustainability goals. By adding on-product physical tracking, brands move from relying on self-reported data to proving what actually happened at every tier.
HGI: When it comes to tracing products from start to finish, one common problem the industry faces is the variety of legacy PLM/ERP systems as well as blockchain networks. How are you solving for this problem?
JT: Interoperability is essential for ensuring data can move seamlessly with the product — in our case, the fiber. FibreTrace leads the industry in physical traceability, linking brands to upstream partners such as Tier 4 and Tier 3, while delivering the critical data required for regulatory compliance. We are currently integrating through API connections with platforms including Retraced, TrusTrace, TextileGenesis, and several PLM systems.
HGI: How do you handle chain-of-custody to ensure data is accurate all the way through the process?
JT: FibreTrace scanners are installed at every critical checkpoint in the supply chain — from raw fiber to finished goods. At each tier, materials are scanned on arrival and again on departure, generating real-time GPS and time-stamped records of every transformation and handoff. This scan-in/scan-out system ensures continuous, verifiable data capture, accurately links each output to its inputs and minimizes the risk of errors or gaps during production.
By instrumenting every custody transfer — from fiber origin through spinning, fabric formation, garment manufacturing and final distribution — we establish a fully traceable, always-audit-ready chain of events.
HGI: Manufacturers are often saying they’re overwhelmed with compliance demands. How can brands bring them into the process and foster better outcomes?
JT: Physical traceability works best when both brands and manufacturers actively champion it, rather than simply complying. To drive this partner-led momentum, FibreTrace gives brands full visibility across the supply chain while working closely with suppliers at every tier. By aligning incentives, minimizing friction and empowering suppliers to be storytellers — not just data providers — FibreTrace ensures that transparency and visibility are recognized and rewarded.
HGI: For fashion company that’s just starting to focus on traceability, where should it start to earn early compliance wins?
JT: For an apparel brand beginning its traceability journey, the focus should be on achievable, high-impact actions first, allowing the brand to secure early compliance wins while laying the groundwork for full supply chain transparency. We recommend starting with your highest-risk fiber, whether it’s a material that requires verifiable proof of origin or one that is critical to maintaining your brand’s quality and integrity.
HGI: How can brands and retailers leverage a traceable supply chain as a key differentiator to end consumers?
JT: A traceable supply chain is far more than operational infrastructure, it’s a strategic brand asset. It empowers companies to offer not just products, but proof, purpose and authenticity. When done well, traceability becomes the bridge between sustainability commitments and real consumer value.
Today’s consumers — especially younger generations — want confidence that their purchases are both ethical and environmentally responsible. By embracing traceability, brands can provide transparent visibility into the full chain of events behind each product, helping shoppers feel assured that the brand’s values align with their own.
