(re)boot x Avery Dennison — Technology-Enabled Circular Product Ecosystem
At Avery Dennison, I led the strategy and execution of a circular product ecosystem that transformed discarded football kits into digitally connected, high-fashion garments through a partnership with (re)boot. The focus was on designing an end-to-end system where physical product, digital identity and storytelling were intrinsically linked, rather than creating one-off upcycled pieces.
I worked across brand design, circular innovation and digital product to creatively apply Avery Dennison’s Embelex and Digital ID technologies, embedding NFC-enabled labels that function as persistent digital layers. Fans can scan each garment to access provenance, authenticity and the full upcycling journey—activating sustainability through an interactive, story-driven experience while creating a foundation for future services and content.
By leveraging Avery Dennison’s technology in this way, we activated sustainability as a connected product system—transforming upcycled garments into traceable, story-rich experiences that extend product value, engage fans and demonstrate how circular practices can operate at the intersection of sport, design and digital innovation.
