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NEW YORK - Digital platform provider Eon has linked up with fashion brands H&M, PVH and Target, as well as software giant Microsoft, in a plan to give every garment in the world a unique digital identity.

The initial aim is to bring 400 million products online by 2025 in the programme, called Connected Products, targeted at helping the fashion industry develop sustainable new business models.

Eon says it will enable brands and retailers to monetise and scale new circular business models such as rental, resale, digital wardrobing, peer-to-peer exchange, styling services, reuse and recycling.

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