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Allied Feather & Down Steps Up Supply Chain Transparency

American consumers are obsessed with tracking the whereabouts of everything from the status of their Domino’s pizza to how many steps they’ve walked in a day to exactly how many minutes they’ll be waiting at the bus stop. Factor in their newfound curiosity for where their food and clothing come from and it’s clear there’s an opportunity for ethical apparel brands to appeal to socially responsible shoppers on a granular level.

Enter Allied Feather & Down’s updated traceability website, which supports responsible down sourcing by providing additional supply chain transparency.

Launching at August’s edition of Outdoor Retailer in Salt Lake City, Utah, the new site coincides with the Fall ’15 retail debut of apparel, sleeping bags and bedding from such Allied brand partners as Montane, Peak Performance, Vaude, Merrell, Feathered Friends and London Luxury, due to hit stores next season with hangtags listing a down lot number.

That number—powered by SourceTrack, Allied’s fully integrated, custom-built database—can be entered into a tracking box on the site where shoppers can trace the down in those products back to the European or Chinese facility where it was processed (cruelty-free and up to the supplier’s strict quality standards) along with third-party audited information, like fill power and cleanliness.

“Allied understands that social responsibility and transparency are very important to the next generation of apparel and bedding buyers,” declared Allied President Daniel Uretsky, adding, “This next generation of buyers will increasingly choose brands and products that they can identify with on an intimate level.”