Johnstons of Elgin

Luxury heritage brand Johnstons of Elgin celebrates over two centuries of manufacturing excellence with a special release of two limited-edition collection pieces, complete with unique Digital IDs.

Customers who purchase the Balmacaan Coat or Stewart Check Cape can scan their garments with their smartphones to access provenance, inspiration and care to prolong the life of their products.

Johnstons of Elgin joins EON as a proud member of the Sustainable Markets Initiative (SMI) launched by His Majesty King Charles III. In 2021, the group announced a commitment to introduce Digital IDs across their products to provide better traceability and circularity at scale.

"...this new Digital ID shows how business is committed to meaningful, measurable change, providing customers with the information they need to make cleaner, healthier, and more sustainable choices." - His Majesty King Charles III

"We know the level of skill and craftsmanship that goes into each and every one of our products, but it is also especially important to us that our customers understand this special journey and therefore we are launching a new Digital ID. Helping customers to form a deeper connection to our products and enable them to make more informed decisions as a result – buy less, wear more."
Chris Gaffney, CEO, Johnstons of Elgin

Customers are showing an appetite for information


of customers who viewed a story about transparency swiped up to learn more.


of customers who viewed a story about care swiped up to learn more.


of customer who viewed a story about styling swiped up to view recommendations.


of customers who viewed a story about care and repair services swiped up to view recommendations.


Balmacaan Coat

A Digital ID takes the form of a QR code inside a product, revealing information about the product's provenance and how to care for it

Stewart Check Cape

The Digital ID system is designed to inform consumers of the sustainability credentials of their garments through the development of verifiability around what can be considered a sustainable fashion product.