🌱 Ep 30. Behind the Label: How Data is Rewriting the Rules of Fashion with Jothi Kanayala and Atnyel Guedj (x Fashion District

This is a special episode in partnership with Fashion District London [https://www.fashion-district.co.uk/]

What if you could trace every thread of a garment – from the cotton field to the shop floor and all the way to the recycling centre – and understand its true cost? Not just the financial cost, but the environmental, social, and human cost?

That's the question at the heart of this episode. The fashion supply chain is one of the most complex systems in the world, and for decades it has operated largely in the dark. But a new generation of technology companies is changing that – gathering data, building transparency, and helping brands finally understand what is actually happening behind their labels.

We are joined by Jothi Kanayalal from Clothing Connected [https://clothingconnected.global/] and Atnyel Guedj from Made2Flow [https://www.made2flow.com/], who together offer a fascinating window into what it means to truly know your supply chain.

What We Cover in This Episode

* Why the fashion supply chain has operated in the dark for so long – and why that is rapidly changing * Why a garment label saying "Made in Bangladesh" tells us almost nothing – and why two thirds of a product's environmental impact lies in the invisible upstream tiers * What Clothing Connected does day-to-day: onboarding suppliers across all tiers, automating compliance, replacing spreadsheets and emails with a real-time single source of truth * What Made2Flow does: collecting "activity data" from facilities worldwide, running automated lifecycle assessments (LCAs), and turning incomplete, fragmented data into reliable environmental impact results * The biggest barriers slowing brands' adoption of supply chain technology – from ROI pressure and fragmentation to digital literacy across developing nations * The regulations brands can no longer ignore: Digital Product Passports (DPP), ESPR, Extended Producer Responsibility (EPR), and the Green Claims Directive * How AI is beginning to transform data validation and verification * How Clothing Connected and Made2Flow complement each other in a brand's data ecosystem

Key Takeaways

* Most brands have visibility only to tier 4 (garment manufacturer) and partially tier 3 (fabric mill). Tier 2 and tier 1 upstream data – spinners, ginners, raw material sources – remains largely invisible * Without supply chain data, brands cannot ensure ethical production, avoid harmful substances like PFAS, calculate EPR taxes accurately, or prepare for Digital Product Passports * Clothing Connected operates as a cryptographic ledger – more energy efficient than blockchain – and is multilingual, serving over 3,000 clothing suppliers * Made2Flow's LCA engine is specialised in fast-moving consumer goods and textiles, able to work with incomplete data and fill gaps reliably using years of accumulated process knowledge * The brands that invest in data infrastructure now will be far better positioned when DPP and ESPR regulations arrive for textiles in 2027 * This is no longer only a sustainability conversation – it is a financial and business imperative

Connect with: Jothi Kanayalal [https://www.linkedin.com/in/jothik/] I Atnyel Guedj [https://www.linkedin.com/in/atnyel-guedj-4860bb18/]

Connect with me: LinkedIn [https://www.linkedin.com/in/mjtharakan/] I Insta [https://www.instagram.com/noordinarycloth/] I Buy me a coffee [https://buymeacoffee.com/noordinarycloth]

Cover art: Photo by Siora, Photography on Unsplash

Music: Inspired Ambient, Orchestraman