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The fast-moving fashion industry is under scrutiny for the implications of the everchanging new seasons and trends as well as the production lifecycle of items.
Moreover, small designers and creators struggle to become recognised. Decentralization of the creative process with higher degrees of transparency is therefore highly demanded by ustainability-conscious consumers, especially Millennials and en Zers.
MCQ, a label owned by renowned maison Alexander McQueen (part of Kering luxury group), has decided to use blockchain and its underlying values to give creative collaborators freedom of expression and enable both designers and consumers to securely register and trade clothing. Everledger has developed the MYMCQ platform enabling just that, a first in the fashion industry.
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