MĀDI was created with the mission to reduce textile waste in the fashion industry and change consumer behavior. We want to give clothing brands a new perspective on customer data to help them make better data-driven decisions throughout their business operations. Furthermore, we want to make it easier for consumers to act with a circular mindset when it comes to their clothing and closet items through resale, repair, and recycling. The Digital ID is attached to individual products, allowing brands to follow the lifecycle of their garments after they are sold. This opens up new business opportunities with new options for their customers, as well as gives their brand credibility and reduce counterfeit risks through authentication. The industry is changing, where digitization can be leveraged to help brands be resilient to the changing economy and environment. By engaging the consumer to shift their behavior in how they use products and after-use activities, we can transform the fashion industry to reduce textile waste.