STOCKHOLM, Sweden, February 25, 2025 – Leading the charge in sustainable fashion and honest marketing, TrusTrace, adidas, and Tapestry are set to take center stage at SXSW 2025 with a highly anticipated panel discussion, “Honest Marketing and Circularity: A New Era for Fashion.”
This insightful session will explore the critical role of transparent data in driving sustainable consumer choices, along with the impact of Digital Product Passports (DPPs) in strengthening brand-consumer relationships. The panel will take place on March 7th at 2:30 PM CT.
Industry Leaders Driving the Conversation
Featuring top voices in sustainability, the discussion will include:
✅ Sigrid Buehrle – SVP Sustainability and ESG, adidas
✅ Logan Duran – VP of ESG and Sustainability, Tapestry
✅ Anja Sadock – SVP of Marketing, TrusTrace
✅ Brooke Roberts-Islam – Founder, TECHSTYLER & Forbes Senior Contributor (Moderator)
A Call for Transparency in Fashion
Sigrid Buehrle, SVP Sustainability and ESG at adidas, emphasized the importance of data-driven transparency:
“At adidas, we are committed to increasing recycled materials in our products and ensuring compliance with the highest industry standards. However, robust data systems are essential for tracking material information from raw materials to finished goods. Transparency drives trust, and providing clear information about our products is critical for building credibility with consumers.”
Logan Duran, VP of ESG and Sustainability at Tapestry, reinforced the necessity of fact-based sustainability claims:
“Transparency is not just a choice—it’s a business imperative. Brands that prioritize data-driven accountability build trust with customers, investors, and stakeholders, ultimately driving real environmental impact.”
Anja Sadock, SVP of Marketing at TrusTrace, highlighted the transformational power of AI and technology in sustainability:
“We’re witnessing a major shift in fashion. Advances in AI and data accessibility are enabling brands to embrace traceability like never before. This not only empowers shoppers to make sustainable choices but also strengthens brand trust and impact.”
Brooke Roberts-Islam, a sustainability expert and the panel’s moderator, emphasized the evolving responsibility of fashion brands:
“For too long, sustainability claims in fashion have been vague and misleading. Now, brands have an obligation—and an opportunity—to provide evidence-based information, empowering consumers and fostering a more transparent industry.”
Shaping the Future of Sustainable Fashion
This panel at SXSW 2025 marks a pivotal moment in fashion’s transition from storytelling-driven marketing to a transparency-first approach. As sustainability becomes non-negotiable for brands, leveraging data for accountability and circularity is the key to long-term success.
About TrusTrace
TrusTrace is a leading platform for supply chain traceability and compliance, enabling global brands to digitize, standardize, and share material traceability data. Its AI-powered system helps companies verify supply chain data, manage compliance, measure impact, and enhance transparency. Recognized as a Top Innovator by the World Economic Forum, TrusTrace continues to drive sustainable transformation for major brands worldwide.
For more information, visit www.trustrace.com.
