The House of Alexander McQueen’s MCQ Places Its Bet on Blockchain

Yes, the MCQ plan is in effect, as the label announces that they plan to have the entire label traceable on Blockchain.

Partnering up with Everledger, the blockchain platform that brings provenance to luxury goods, MCQa fashion collective from Alexander McQueen’s House, is placing its bet on blockchain technology. Hoping to give their items a longer life cycle, MCQ has already confirmed that the Blockchain has shown them that consumers are excited about the technology and that 100k items are already registered on the Blockchain.   

MCQ, A Fully Tech-Integrated Label

Looking to a circular future, MCQ, a new label for a new decade, born 01 01 2020, has been turning to technology to help them assure post-supplier traceability. Developed in collaboration with Everledger, the blockchain solution gives MCQ items a longer life cycle. The tech is embedded in the item’s tag allowing it to be claimed and authenticated by consumers using smartphones. “Blockchain gives customers peace of mind that the item they purchased is authentic, whether they bought it directly from MCQ or second-hand,” states their press release.

Launched in September 2020, MCQ is the first in the fashion industry to have an entire label traceable on Blockchain. Taking a sustainable approach, MCQ, which is designed by an ever-shifting creative collective, has also been using innovative recycled or deadstock fabrics whenever possible. 

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