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THINKING BEYOND UNIFORMITY®
CIRCULAR LIFECYCLE &
DIGITAL PASSPORT
A revolutionary approach to sustainable uniform management for Alaska Air Group, combining circular economy principles with cutting-edge digital traceability.
REDEFINING UNIFORM SUSTAINABILITY
At JWE, we're committed to transforming how uniforms impact our planet. The apparel industry generates 92 million tons of waste annually, with uniforms being a significant contributor.
We're completing North America's comprehensive solution combining:
  • Closed-loop lifecycle management (Yarn-to-Yarn)
  • Digital identity tracking for every garment
  • End-to-end sustainability verification
DIGITAL PRODUCT PASSPORT (DPP):
What is a Digital Product Passport?
Each uniform item receives a unique digital identity through embedded QR codes creating a permanent record of its journey.
Scan any garment to instantly access its complete history, care instructions, and environmental impact data.
atma.io
The Digital Product Passport lets employees access their uniforms' history, enabling transparent sustainability.
DPP: What it Tells Us
Fabric Origin
Tracks raw material sources, certifications, and sustainability metrics from the very beginning of the supply chain.
Manufacturing
Documents production facilities, ethical labor practices, and environmental compliance during creation.
Usage Data
Records employee assignment, wear patterns, and maintenance needs throughout active service life.
Care History
Maintains complete repair records, extending garment lifespan and reducing replacement frequency.
End-of-Life
Facilitates proper recycling pathways, ensuring materials return to the circular economy.
Each Alaska Air Group uniform becomes a traceable, measurable asset that supports sustainability goals, regulatory compliance, and enhanced employee experience through complete lifecycle visibility.
STANDARDS FOR TRANSPARENCY AND CIRCULARITY
Why Digital Product Passports Matter
Employee Empowerment
Empowers Alaska Air Group staff to understand the full lifecycle of their uniforms and fostering a connection to sustainability initiatives.
Strategic Intelligence
Provides comprehensive brand-level data analytics on uniform performance, wear patterns, and environmental impact across the entire fleet.
Proactive Management
Enables data-driven decisions on inventory, maintenance schedules, and end-of-life processing that reduce costs while maximizing sustainability.
"From fiber to flight—each uniform tells its own story. The DPP makes that story visible."
Digital Product Passports support regulatory ESG compliance while showcasing Alaska Air Group's commitment to innovation in action.
OUR PARTNER:
atma.io: POWERING UNIFORM TRACEABILITY
JWE partners with AVERY DENNISON (atma.io), the leading Digital Product Passport (DPP) provider, to bring traceability and sustainability to corporate uniforms.
ADDITIONAL PARTNERS:
debrand: TRANSFORMING USED UNIFORMS INTO NEW RESOURCES
As Alaska Air Group's recycling partner, Debrand provides the critical final link in our uniform circular lifecycle:
North America's Leader in Textile Recycling
Specialized logistics and processing infrastructure to handle complex uniform materials at scale
Advanced Material Recovery
Proprietary sorting technology that maximizes fiber-to-fiber, mechanical, and chemical recycling potential
Closed-Loop Documentation
Provides verifiable data for the Digital Product Passport, completing the transparency journey
debrand:RECOGNIZED LEADER IN TEXTILE RECYCLING INNOVATION
Textile Exchange Partner
Supporting global standards for sustainable fiber systems through rigorous material traceability protocols and industry benchmarking
Ellen MacArthur Foundation
Affiliate Program member aligned with the leading voice in circular economy innovation, contributing to systems-level change
Media Recognition
Featured in Forbes Sustainability, profiled by WWD, and highlighted by Sourcing Journal for breakthroughs in textile recovery
"Debrand is the logistics and processing layer that makes circularity in fashion actually work." — Women's Wear Daily
Member of the Canadian Circular Economy Leadership Coalition, influencing policy and practical implementation nationwide
Waste Management: CLOSING THE LOOP
Collection Network
Collects used uniforms from all Alaska Air Group locations through their extensive transportation infrastructure.
Secure Infrastructure
Provides specialized receptacles at strategic hub locations, ensuring proper initial sorting and secure containment.
Processing Pipeline
Transports collected garments to Debrand's specialized textile recycling centers through optimized logistics routes.
Security Protocol
Maintains rigorous chain-of-custody documentation for branded and sensitive uniform items throughout the recycling journey.
"Waste Management is the largest recycler in North America—with unmatched infrastructure to power this program at scale."
THE CIRCULAR IMPERATIVE
1
Environmental Urgency
Traditional "fast fashion" and uniform models create excessive waste and environmental harm.
2
Cost Control
Circular models can reduce lifetime costs through data analytics, extended garment use, strategic recovery, and material reintegration.
3
Employee Alignment
Your staff increasingly expects employers to demonstrate environmental responsibility. Our program provides tangible evidence of AAG's commitment to ESG values they can wear daily.
THE CIRCULAR LIFECYCLE MODEL
Design
Creating uniforms with circularity in mind from inception
Source
Selecting sustainable materials with verified supply chains
Manufacture
Ethical production with minimal environmental impact
Distribute
Efficient logistics to reduce carbon footprint
Use
Extended wear through quality and repair services
Recover → Recycle → Reintegrate
Systematic collection, processing, and material reuse
FROM FIBER TO FLIGHT—TRACEABLE, CIRCULAR, RESPONSABLE
1st
In North American Aviation
Full circular and traceable uniform program with complete digital integration
4
Industry Leaders
JWE, AVERY DENNISON, Debrand and Waste Management forming an unprecedented collaboration
92M
Tons Waste Reduced
Contributing to industry-wide effort to reduce apparel waste annually
Strategic Value to Alaska Air Group:
  • Tangible ESG alignment with verifiable data and transparent reporting
  • Powerful PR, social media content, and recruitment advantage
  • Enhanced employee trust through demonstrated commitment to health and sustainability
  • Industry leadership in operational transparency and innovation
  • Smart data insights track how each garment is worn and maintained, helping us validate fabric choices and extend its usable life.
  • Full-chain ownership from original yarn to regenerated yarn, closing the loop through verified circularity.
THINKING BEYOND UNIFORMITY®