ASOS partners with TrusTrace to revolutionize supply chain transparency and resilience

Digital fashion and lifestyle powerhouse ASOS has announced a significant strategic partnership with TrusTrace, a global leader in supply chain traceability and compliance. This collaboration is set to revolutionize ASOS's operational framework by enhancing supply chain transparency and resilience, strengthening risk management protocols, and ensuring robust compliance across its extensive global value chain.

As part of its ongoing and ambitious "Fashion with Integrity" strategy, ASOS is making a substantial investment in developing a sophisticated and robust traceability infrastructure. The primary objective of this initiative is to achieve real-time visibility into its complex supply chain, extending all the way down to the farm level, effectively reaching Tier 5 suppliers. This granular insight is crucial for understanding the true origins and journey of its products.

The integration of TrusTrace’s advanced artificial intelligence (AI)-enhanced platform will enable ASOS to streamline a multitude of critical operations. This includes optimizing processes across risk assessment, compliance adherence, and impact management. The platform promises to provide timely access to trusted, verifiable data, empowering ASOS with the ability to make proactive decisions, conduct thorough due diligence, and consistently meet stringent compliance requirements.

Furthermore, the TrusTrace platform offers a comprehensive suite of functionalities designed to support ASOS's traceability goals. These capabilities include detailed supply chain mapping, precise product-level traceability, centralized management of compliance documentation, and highly configurable analytics and reporting tools. These features are fundamental for painting a complete and accurate picture of their supply chain journey.

Elena Martínez Ortiz, EVP of Product at ASOS, highlighted the strategic importance of this alliance, stating, “Our partnership with TrusTrace is a key milestone in our updated Fashion with Integrity programme. It will enable us to improve product traceability, helping us meet compliance standards, understand and address risks, and boost resilience in our supply chain by supporting our suppliers to implement improvements.” Her comments underscore ASOS's commitment to both ethical practices and operational excellence.

Echoing this sentiment, Shameek Ghosh, CEO and co-founder of TrusTrace, emphasized the broader industry implications of the partnership. Ghosh remarked that the collaboration “reflects a growing industry shift toward data-driven accountability and ethical transparency. Together, we’re demonstrating how traceability can be embedded at scale to create a more resilient, responsible fashion ecosystem.” This partnership, therefore, serves as a powerful testament to the evolving standards within the fashion industry.