Aslaug Magnúsdóttir’s KATLA Brand Partners With Truepic to Pilot Provenance Technology to Track Fashion Supply Chains

First deployment of secure media provenance technology to increase transparency, accelerate operations, and reduce carbon footprints in fashion

KATLA, a sustainable, made-to-order fashion brand founded by Aslaug Magnúsdóttir, the co-Founder and former CEO of leading fashion e-tailer, Moda Operandi, announced its deployment of Truepic technology to increase transparency in its global supply chains. Truepic’s Vision platform deploys its patented provenance technology that ensures authenticity of media at the point of capture, allowing Katla to track its operations, supplies, and distributors instantly with high-integrity images and videos.

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“Since our inception, we have been proud to offer our customers full transparency into the sourcing, manufacturing, and distribution of our products. We are thrilled to add Truepic’s authenticated provenance platform to our suite of technologies to continue to build trust and transparency into our clothing and operations. We believe that secure provenance imagery will become a staple in global supply chains, and we are excited to introduce it into the fashion industry,” said Aslaug Magnúsdóttir, KATLA founder.

KATLA is reimagining the fashion value chain to create a holistically sustainable brand with a financially and environmentally superior model. The company has embraced an innovative supply chain that reduces inventory risk and minimizes environmental impact. KATLA merchandise is manufactured on-demand or in small batches and delivered to customers around the world within days of orders being placed. To date, KATLA’s operations span across North America and Europe and have been recognized by premier fashion publications including Vogue, Elle, Forbes, and WWD.

Truepic’s Vision product is a remote verification platform allowing KATLA to audit, inspect, and track operations and products with authenticated images and video, remotely and securely. This technology has been deployed in a variety of industries including to advance positive social impact with partners such as Accion Opportunity Fund, Antiquities Coalition, the Latino Economic Development Center (LEDC), United Nations Capital Development Fund (UNCDF), and many more. However, this marks the first use of secure media provenance in the fashion industry.

“We have seen how secure media provenance can close the trust gap for any organization in the modern economy and are very excited to work with KATLA to introduce this technology to the fashion industry. In addition to the increased transparency and efficiency, leveraging remote verifications to ensure due diligence will help KATLA reduce its carbon footprint as it scales production,” said Jeffrey McGregor, CEO of Truepic.

Consistent with KATLA’s sustainability mission, Truepic’s Vision platform helps its partners reduce Co2 emissions associated with transportation and travel costs, which are replaced by authenticated inspections. On average, Truepic estimates at least 28.48 pounds of carbon emission savings by transitioning from a human-based audit to an authenticated virtual inspection. KATLA conservatively estimates that it will prevent the emission of 5,000 pounds of Co2 this year by minimizing transportation and leveraging Truepic’s Vision platform to maintain oversight across its operations.

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About Katla

Katla is an eco-friendly fashion brand that is built on the core values of respect for people, animals and the environment. Katla works with leading fabric suppliers to develop vegan fabrics with minimal environmental impact. Katla uses small production runs and on-demand manufacturing to minimize wasted inventory. Furthermore, Katla has designed a resale/recycling program that enables customers to return items they no longer wear in exchange for a site credit towards their next purchase. With a circular business model, Katla is designed for the future.

About Truepic

Founded in 2015, Truepic develops the world's most secure camera technology for mobile devices. Truepic is the pioneer of secure media provenance through its patented Controlled Capture technology, which empowers viewers to make better-informed decisions through high integrity photos & videos. The Truepic team is dedicated to restoring trust in every pixel of consequence, with the goal of having a shared sense of visual reality across the internet.

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