Maurizio Baldassari Brera begins work on Digital Product Passports with Renoon

Maurizio Baldassari Brera and Renoon have begun working together to introduce Digital Product Passports across the brand’s products, in preparation for the European requirements established under the ESPR.

Michela Busca, Marketing Manager, explains why the brand decided to begin this journey and the challenges it expects to address in the coming months.

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An Italian menswear brand with strong ties to Milan’s Brera district, Maurizio Baldassari Brera presented its first collection in 1982. Its identity brings together Milanese elegance, Italian craftsmanship and a family-led vision of the product. Today, Maurizio Baldassari, President of the company, continues this work alongside his sons Renato and Roberto, who oversee its operations and related decision-making processes.

Trusted suppliers and specialised artisans support the different stages of production. A significant part of the information surrounding each product and how it is made therefore comes from expertise, relationships and knowledge developed over time.

The project with Renoon begins with this information heritage. The objective is to organise it into structured data, connect it to individual products and make it accessible through the Digital Product Passport.

Implementation will begin with the Fall/Winter 2027 or Spring/Summer 2028 collection and will involve approximately 300 SKUs. The Digital Product Passports will be accessible through a QR code on the product label and directly from the brand’s e-commerce product pages.

The first phase will also establish a reusable structure for future collections and for integrating the European requirements applicable to the textile sector.

We spoke with the Maurizio Baldassari Brera team about the reasons behind this decision, the work required to structure the brand’s information heritage and the role the Digital Product Passport could play in the product experience.

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Why did you decide to begin this journey now?

Beyond regulatory compliance, digital transformation is also changing how people access information and interact with brands. New generations of consumers expect more immediate and transparent access to the information behind a product.

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What do you expect to be the most complex aspect of introducing Digital Product Passports within your brand?

The main challenge will be transforming a wealth of information, expertise and relationships built over time into structured and easily accessible data. Maurizio Baldassari Brera has always worked with a supply chain deeply connected to the local area and with trusted suppliers and artisans.

The Digital Product Passport requires us to translate this wealth of knowledge, which often lives within relationships and know-how, into a system capable of communicating it clearly and transparently.

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What does the Digital Product Passport represent for your brand, and what role do you expect it to play over the next two or three years?

For us, the Digital Product Passport can become a bridge between heritage and innovation. Maurizio Baldassari Brera was founded in 1982, and its identity has developed over time through its products, craftsmanship and a family-led vision of Made in Italy.

The Digital Product Passport allows us to make this heritage more accessible and relevant today.

Over the next two or three years, we envisage a brand in which this level of transparency becomes a natural part of the product experience: a new way to communicate quality, origin and lasting value.

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If you had to explain in one sentence why you chose Renoon for this journey, what would you say?

We chose Renoon because we share a vision in which innovation, transparency and product value can evolve together.

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From brand heritage to a data structure built for the long term

Maurizio Baldassari Brera’s answers define the project’s starting point: making a wealth of information currently embedded in its products, internal expertise and long-standing supply chain relationships structured and accessible.

Renoon will support the brand in defining the data model and the processes required to collect, organise and update the information associated with its products. The work will include configuring the Digital Product Passports and publishing them across the touchpoints established for the project.

The structure developed during the first phase will enable the brand to manage future collections through an ongoing process and progressively integrate the European requirements applicable to textile products.

Renoon supports fashion companies in defining their data, engaging suppliers, integrating existing systems and rolling out Digital Product Passports.

Talk to our team to define the implementation of your DPP project.

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