An article in the Brander (http://www.thebrander.com/article.php?o=391) describes the Berlin based Schmidttakahashi manufacturer of clothing that creates new apparel from used apparel. The donor of the clothing keeps part of the numbered label and can track the garment’s evolution downstream. But the buyer can also learn about the history of the garment from donor stories to generate a life story. New apparel is generated from old that is cleaned and redesigned along with new elements – thus suggesting a piece of art rather than just clothing. Will such story telling enable an increased consumer valuation of recycled content in clothing ? Can such strategies be extended to other recycled content used in products – and if so, can technology, such as QR codes enable the stories to be updated over time and thus add to the attributes of a product ? How should global supply chains respond to such opportunities ?