What if product information from the entire wool value chain – from sheep farm to final garment – could be traced? What if this information could then be made available with a simple QR code placed within garments? In The Fiber Traceability Initiative, a first version of a digitally traceable wool supply chain is developed, based on global standards for product identification. The aim is to contribute to new, sustainable business models, conscious consumer choices, and longer garment lifespans. And not least, to scale up and spread the solution to multiple value chains and partners.