Turo is proud of being involved in launching an internationally significant initiative within the fashion industry. The collaboration with the Italian Vitale Barberis Canonico, announced in spring 2026, marked a step toward more transparent and responsible garment production. The Trace Me project currently provides information on for instance, the origin of materials, manufacturing processes, dyes, and any chemicals used in production. The sustainability initiative was first launched together with Vitale Barberis Canonico in 2024. During the following year, the collaboration evolved into a pilot phase in which Turo became the first garment industry operator to participate in developing the service in practice. The goal was to create a system that makes the stages of textile production visible and easily understandable, especially for consumers.

The Trace Me can be explored in stores, where Turo products made from Vitale Barberis Canonico fabrics feature unique hangtags with QR codes. By scanning them, customers can follow the product’s journey all the way from the origin of the wool to its manufacturing processes. The Trace Me portal offers a new level of insight into the background of fabrics — where the materials come from and what kinds of treatments they have undergone before becoming a finished garment.

The collaboration is also strategically significant for Turo. Vitale Barberis Canonico is one of its most significant fabric suppliers in terms of production volumes, meaning the project’s impact can be seen widely across the collections. At the same time, the initiative reflects a broader transformation within the industry. Responsibility is no longer only about material choices, but also about openness, traceability, and enabling more informed decisions.

In the future, the service will continue to evolve. It will also be possible to integrate garment manufacturing locations and different stages of the production chain into the platform. This will make the entire journey — from sheep to finished garment — even more transparent. Consumer interest in the origin of products continues to grow, and we believe that a high-quality product is increasingly built around transparency, quality, and longevity. This project is one step toward a world where the story behind a product is just as important as the final result itself.