ZURCH – Swiss traceable textile company Haelixa has announced its continued partnership with Italian fashion brand OVS for the second year in a row. The collaboration is focused on marking and tracing cotton grown in Italy, ensuring transparency throughout the supply chain.
Haelixa has implemented its DNA markers within OVS’s cotton supply chain, with the cotton being grown in Italy and marked with the markers at the gin, close to the farm. The fibres are then tested throughout the manufacturing process to confirm the cotton used in the OVS collection is both ethically and sustainably sourced.
This partnership is part of both companies’ commitment to promoting responsible and transparent practices in the fashion industry, providing customers with confidence in the cotton’s origin.
Commenting on the project, Haelixa CEO Patrick Strumpf said: “In tracing the journey of the Italian-grown cotton, we are supporting OVS in bringing full transparency to their supply chain.”
He said the marking process increases brand trust and allows OVS to make substantiated claims about their sustainability efforts.
With traceability becoming increasingly important in the fashion industry, as consumers seek more information about the origins of their purchases, OVS’s partnership with Haelixa is designed to ensure they continue to meet this growing demand.
Simone Colombo, head of corporate sustainability at OVS, said: “In 2024, we have continued with Swiss DNA Traceability supplier Haelixa in marking and tracing our OVS Cotone Italiano for the second year. Our goal is to approach 5 per cent of our cotton requirements from cultivation in Italy within a few years.”
The ongoing partnership between Haelixa and OVS has significantly enhanced the transparency of OVS’s supply chain. With the traceability provided by Haelixa, OVS is taking steps to improve the social and environmental impact of its products.
OVS S.p.A. is Italy’s leading retailer of men’s, women’s, and children’s fashions, with a growing market share of 9.4 per cent. The company operates under various brands, including OVS, OVS Kids, Upim, BluKids, Stefanel, and CROFF. It is especially recognised as a leader in kids’ clothing in Italy, with a double-digit market share. OVS manages over 2000 stores in Italy and internationally.
Haelixa provides a comprehensive solution for product traceability through its innovative DNA markers. Specialising in the textile industry, Haelixa helps brands and suppliers ensure transparency across their supply chains, aiming to boost customer trust and reduce compliance risks.
