Published on April 10, 2026.

Our traceability stunt explained

More than just an April Fools’ stunt.

We planted loads of ridiculous traceability info in the product page of our Light T-Shirt in collaboration with our traceability partner Fairly Made.

The idea was pretty obvious: see how many of you noticed. Here’s what happened:

  • 3 people got in touch: Félix, Mathieu and Tristan. Well played, a Light T-Shirt is in the post.
  • Just 3 out of 38,000 people who visited those product pages — that's 0.007% of all visitors. Not exactly a majority.

So what?

Behind the joke, there's a more serious point.

If only 0.007% of visitors spotted the problem, that means 99.993% walked straight past it.

The numbers speak for themselves, and in our view, they point to two things:

  1. This information was too hard for you to find. We've put our tech team on it and we're going to rework our product pages so that traceability data is clearer and easier to find.
  2. Collectively, we're not yet clued up enough on traceability. You can't shop responsibly without knowing where the item comes from — and that's doubly true in an industry as opaque and polluting as ours.

At Asphalte, this is one of our big battles. We've been grafting since day one to be 100% transparent, and Fairly Made are helping us get there.

By scrutinising every stage of our production and measuring its impact, Fairly Made audits all of our supply chains to deliver clear, reliable and verified information. Completely independently, of course.

On our side, Solène, Louise and Sophie are Fairly Made's main points of contact: they oversee all impact and CSR matters, making sure we keep pushing for cleaner, more local and less polluting practices.

Thanks to our in-house expertise and the support of Fairly Made, we're fighting in one of the most opaque industries out there to give you clear, dependable info on the origin of raw materials, fibres, yarns, fabrics, dyes, manufacturing facilities — the whole lot.

We want to know where the materials we use come from, the conditions in which they're made, their carbon footprint and so on.

It's one of our primary commitments to our customers, our partners, our team and this spinning piece of rock we call home.

And above all, we want you to have all this info so you can shop consciously, with full knowledge of the facts.

One more thing

On top of tracing everything we make, we've recently added the Environmental Cost display — also known as the "Textile Eco-score" — across all our preorders.*

You may have heard of it, it's a government initiative that evaluates the overall impact of a textile item, from the very start to the very end of its life cycle. Kind of like a nutritional label for clothing.

The lower the score, the smaller the environmental impact. The higher it goes, the closer you get to the devastating impact of ultra-fast fashion.

Displaying this score isn't yet mandatory, and most brands aren't exactly queuing up to shout about it. Wonder why?

Either way, we've chosen to display it voluntarily now on each and every item up for preorder as it aligns perfectly with our principle of transparency and making it easier for you to understand exactly what you’re buying.*

Thank you, Fairly Made

Day in, day out, Fairly Made helps us trace our supply chains all the way back to the sheep, the flax fields and the cotton farms. It's also thanks to them that we can measure the impact of our production and reliably calculate our textile eco-scores.

Naturally, they had to be in on it for us to pull off this little prank. No surprise — they agreed to play along straight away, and we wanted to say thank you. Mélissa, Pierre, Zoulhéhat, Hélène, Cristina, Marie — you're absolute rockstars.

It was a chance to showcase the work we do together, and a way to see what we could do to go even further. We've clocked that traceability wasn't accessible enough for you, so we're going to work on making it easier to find.

A cleaner industry starts with consumers who are switched on to the importance of transparency, so we're going to double down on reaffirming Asphalte's commitments on that front.

Thanks for your time, thanks for your engagement, and count on us to keep pushing towards a cleaner, more honest and more responsible fashion industry. Cheerio.

ASPHALTE

*Some materials are not yet accounted for in the Eco-score calculation methodology (leather, lyocell, ecovero, etc.). For any item concerned, the Eco-score will be left blank.