We care about product passports

Brands are making real progress on materials, sourcing, and production practices. But most of that effort stays invisible to the people buying the product. The EU's Digital Product Passport changes that. It gives brands a standardized way to share environmental impact data, material origins, and care information directly with consumers, at the product level.

Most tools in this space treat the DPP as a compliance problem. They collect supply chain data, generate a document, and move on. The result is a digital passport that reads like a government form. Dense, unbranded, and ignored. If the goal is to help consumers make more conscious decisions, the passport needs to be something people actually want to read.

Avelero exists because we believe environmental transparency should be accessible, well-designed, and built into the product from the start. Not bolted on as an afterthought. Not locked behind enterprise contracts. Available to every brand that wants to do this right.

A product passport is only useful if people engage with it. That means the design has to be good. Not good enough, but genuinely good. Typography, layout, color, spacing. Every passport generated through Avelero can be customized to feel like an extension of the brand it represents, not a third-party compliance page.

On the data side, lifecycle environmental impact is the single hardest requirement for most brands to fill. Carbon footprint and water scarcity estimates typically require a separate LCA tool, a dedicated sustainability team, or both. We built a machine learning prediction engine directly into the platform that predicts these values from as little as a product category and basic material data. No separate subscriptions. No five-figure consulting engagements.

Speed matters too. Most DPP platforms require months of integration work across multiple teams. Avelero is designed to go live in days. Connect your product data, configure your design, generate your QR codes. The regulation is coming, and brands shouldn't need an enterprise budget or timeline to be ready for it.

Rafaël Mevis · Co-founder. Five years of building products, with a background in fashion and computer science. Worked at an Amsterdam-based fashion brand where he first encountered the complexity of product sustainability data firsthand. Obsessed with design, raised by graphic designers, and driven by the conviction that environmental transparency tools should be as well-crafted as the products they represent.

Moussa Ouallaf · Co-founder. ML engineer and computer scientist with a deep interest in physics, mathematics, and hard technical problems. Previously built machine learning systems at an Amsterdam-based startup. At Avelero, he architects the LCA prediction engine that makes product-level environmental impact predictions accessible without dedicated sustainability infrastructure.