TrusTrace, adidas, Tapestry, And TECHSTYLER Lead The Charge Towards Honest Marketing And Circularity At SXSW 2025
Pioneering a new era in sustainable fashion, TrusTrace, adidas, and Tapestry are set to headline a thought-provoking panel at SXSW 2025, titled “Honest Marketing and Circularity: A New Era for Fashion.” This session will explore the importance of transparent data in guiding consumers toward environmentally conscious purchases and the transformative role of Digital Product Passports in strengthening brand-consumer connections.
Kicking off SXSW’s opening day on March 7 at 2:30 PM CT, the panel will bring together industry leaders to share key sustainability insights and examine fashion’s shift from storytelling-driven branding to a transparency-first approach.
Panelists:
- Sigrid Buehrle, SVP Sustainability & ESG, adidas
- Logan Duran, VP ESG & Sustainability, Tapestry
- Anja Sadock, SVP Marketing, TrusTrace
- Brooke Roberts-Islam, Founder, TECHSTYLER & Senior Contributor, Forbes (Moderator)
Industry Leaders on the Future of Sustainability
Sigrid Buehrle of adidas said, ” For years, adidas has prioritized recycled materials, third-party-certified cotton, and Leather Working Group standards. However, tracking materials from raw sources to finished products requires robust data and systems. Providing transparent product information is crucial, as it builds trust and credibility with consumers and stakeholders.”
Logan Duran of Tapestry said, “Transparency in sustainability claims is a business imperative. Brands that communicate facts—not just promises—build stronger trust with customers, investors, and stakeholders. Companies that prioritize transparency and data-driven accountability can drive real environmental impact while meeting the rising expectations for corporate responsibility.”
Anja Sadock of TrusTrace said, “We are on the verge of a major shift in the fashion industry. AI and technological advancements have made data-driven transparency more accessible than ever, unlocking opportunities to drive real impact, build consumer trust, and empower shoppers to make sustainable choices.”
A Call For Transparency In Fashion
Moderator Brooke Roberts-Islam will guide the discussion, addressing how brands can navigate evolving sustainability regulations and tackle greenwashing through verifiable data and Digital Product Passports.
“Fashion marketing has long been plagued by unsubstantiated and confusing sustainability claims,” Roberts-Islam noted. “Brands now have an obligation—and a powerful opportunity—to share evidence-based sustainability information to empower consumers, level the playing field, and rebuild trust.”
As sustainability expectations grow, this SXSW 2025 panel aims to reshape the conversation around marketing and circularity, ensuring brands prioritize transparency and accountability in the evolving fashion landscape.
