Fashion companies had already begun to explore the potential value in giving digital identities to their physical goods, but new EU rules coming down the pipeline are accelerating the efforts. Technology providers such as the Aura Blockchain Consortium say they’re seeing an uptick in demand as brands work to make sure they’re in compliance while seeking ways to add value for customers .Brands still face the huge task of scaling these efforts to cover all affected products, and it’s unclear how much consumers will use these digital passports.