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Why Tod’s Is Joining LVMH And Prada Backed Aura Blockchain Consortium

Tod’s has joined Aura Blockchain Consortium with Digital Product Passports for purchasers of its … [+] Custom Di Bags.

Tod’s / Aura Consortium

Swiss based Aura Blockchain Consortium is the non-profit association established in 2021 by LVMH, Mercedes-Benz, OTB Group, Prada Group, and Cartier, part of Richemont to address the shared challenges of communicating authenticity, responsible sourcing and sustainability via blockchain.

Now, Italian luxury brand Tod’s has joined the party, leveraging the Consortium’s Digital Product Passport (DPP) technology to bring enhanced experiences and peace of mind to its customers with an extra layer of authenticity and transparency while enabling new strategic opportunities for the brand.

First product taking advantage of the tech is Tod’s Custom Di Bag. Via a digital product passport, customers will be able to access ownership certificates alongside information about their product’s life cycle from creation to purchase including sustainability certifications for raw materials and packaging.

While every custom Di Bag will be digitally linked to an immutable traceability token–accessible via a near field communication (NFC) chip—customers will also be able to claim a second token, a digital twin of the physical bag which affords them proof of ownership. According to a statement, the DPP also features “a variety of exclusive benefits” for the owners which may mean the start of a blockchain based loyalty program.

Aura technology was also involved in the certificates of authenticity that came with Dior’s connected B-33 sneakers launched earlier this year.

“We are excited to be part of this transformative journey with Aura Blockchain Consortium,” Carlo Alberto Beretta, Tod’s General Brand Manager said in a statement. “Customer experience is at the core of everything we do at Tod’s, and this allows us to further enhance the relationship with our communities, enabling us to directly share the story behind our timeless products through the power of blockchain technologies.’’

“We take great pleasure in welcoming Tod’s into our Consortium and collaborating on their inaugural project featuring these coveted bags cherished by luxury collectors worldwide,” added Romain Carrere, CEO of Aura Blockchain Consortium. “We eagerly anticipate our continued partnership and enhancing their customer experiences even further.”

Moving forward, Tod’s plans to expand the use of the Consortium’s solutions to additional collections.

Tod’s was founded as a small shoe factory in Casette D’Ete over a century ago. All products are entirely Made in Italy—not least the signature TOD’S Gommino moccasin created in the late 1970s. On November 6th 2000, the Group was listed on the Milan stock exchange and currently creates both accessories and ready-to-wear for both men and women.

The brand is part of the larger Tod’s Group founded by Diego della Valle which additionally controls Roger Vivier, Hogan and Fay. Hogan has already dipped its toe into Web3. The brand took part in the inaugural Metaverse Fashion Week selling nonfungible tokens redeemable for physical versions of its ‘Untraditional’ sneaker powered by tech outfit Exclusible.

MORE FROM FORBESDecrypting The Web3 Strategy Behind Dior Men’s Connected B33 NFT Sneakers



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