Home / Knowledge / News / Textiles / DataTraceDNA for technology 'Just Shorn' carpet brand
DataTraceDNA for technology 'Just Shorn' carpet brand
16
Apr '10
DataDot Technology Limited is pleased to announce that its joint venture DataTraceDNA Pty. Limited's global licensee for textile applications, VTT Marketing Limited, using the trade name Verifi TT, has been selected by Elders Primary Wool New Zealand to authenticate sustainable luxury carpets destined for the US market.

Elders Primary Wool, equally owned by Elders New Zealand and Primary Wool Cooperative recently unveiled the Just Shorn brand at trade shows in Las Vegas USA. The exclusive 10 year license to Elders Primary Wool for use of Verifi TT is for the application of covert DataTraceDNA textile signatures to genuine sustainable New Zealand wool carpet. The signatures are invisible and can only be identified using a portable digital reader, the Authenticator.

John Pettengill, executive director of VTT Marketing said “The sale represented a unique opportunity for New Zealand wool growers to differentiate their product and represented his company's first commercial sale of the technology. As well as offering a unique opportunity to authenticate wool carpets the technology presents a high level of protection against counterfeiting. Counterfeiting within the fashion sector presents one of the largest challenges in global brand protection and Verifi TT has attracted substantial interest from leading companies promoting fashion clothing, bags and footwear.

Three global brand leaders are currently evaluating Verifi TT for use in textiles to improve counterfeit protection and are expected to conclude commercial arrangements within the next three months.”

DataTraceDNA Pty. Limited. (DataTraceDNA) is a 50/50 joint venture between DDT and the CSIRO. Ben Bootle, Chief Executive Officer of DataTraceDNA, said “Together with Verifi TT, DataTraceDNA aims to ensure that high-quality, sustainable New Zealand wool can be instantly proven as genuine anywhere in the supply chain. Our invisible tracer technology is the most durable form of product protection and authentication available, and this collaboration paves the way for broader US market adoption.”

Mr. Bootle added, “Verifi TT is an excellent example of how a new product concept can be developed by DataTraceDNA and commercialised by way of partnering. It's also a strong endorsement of the ongoing market potential of the DataTraceDNA technology”.

The Verifi TT/Elders Primary Wool deal is for the sale of sustainable New Zealand wool carpet to CCA Global Partners in the USA, generally regarded as the world's largest carpet retailer. “Verifi TT will make available a powerful technology that provides us with the ability to maintain integrity in the value chain, and will give all participants the confidence that they are getting exactly the fibre and carpet that they are expecting” said Stu Chapman, Chairman, Elders Primary Wool.

“Woollen carpets generally retail for about the same price as their synthetic rivals but they account for only 2 per centof the US market. Growing the US market share of woollen carpets to only 3 per cent would use up New Zealand's entire strong-wool clip.” US legislation for sustainability certification makes it clear the onus is on the manufacturer to prove their product is genuine and can be proven to be sustainable. Entering the US market without the protection afforded by the Verifi TT system was simply not an option for Elders Primary Wool.

DataDot Technology Limited


Must ReadView All

GMAC urges Cambodia to push fabric-forward rule in RCEP

Apparel/Garments | On 17th Oct 2017

GMAC urges Cambodia to push fabric-forward rule in RCEP

Representatives from the Garment Manufacturers Association of...

Alibaba to invest $15 billion in DAMO Academy for research

Textiles | On 17th Oct 2017

Alibaba to invest $15 billion in DAMO Academy for research

Alibaba will invest $15 billion over the next several years in its...

Pressure on  Indian textiles exporters to ease by Q3: ICRA

Textiles | On 17th Oct 2017

Pressure on Indian textiles exporters to ease by Q3: ICRA

Pressures on the profit and debt levels of textiles exporters is...

Interviews View All

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Top executives
Textile & apparel bodies

The decision is transformational

Subhashini Srinivasan
The S Studio

Ethnicwear market will see an upward trend if uniqueness and quality are...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.3%
No
13.6%
Skip
9.1%

Total Votes: 66

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
60.6%
No
28.8%
Skip
10.6%

Total Votes: 66

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
84.8%
No
10.6%
Skip
4.5%

Total Votes: 66

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
74.2%
No
12.1%
Skip
13.6%

Total Votes: 66


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search