IoDF rebrands as Patina to build ‘post-consumer purchase’ platform

Fashion tech company IoDF – or the Institute of Digital Fashion – is rebranding as Patina, marking what founders Leanne Elliott Young and Cat Taylor describe as a new chapter for the business after six years of developing technology for the fashion industry.

The new London-based company will focus on “post-purchase commerce”, using Digital Product Passports to connect products with services including authentication, care, repair, resale, compliance and customer engagement.

According to a LinkedIn post by Elliott Young, the aim is to move products beyond a one-off transaction and create longer-term relationships between brands, consumers and products.

The rebrand follows the introduction of the EU’s Ecodesign for Sustainable Products Regulation and its Digital Product Passport requirements, which the founders say helped validate the direction of technology IoDF had already been developing.

“Our mission is to turn ownership into responsibility, connection and lasting value,” said Elliott Young and Taylor in a joint statement. “We believe the future of sustainability, commerce and culture lies in a new model of ownership, one where products are no longer disposable transactions or marketing tools, but lasting relationships that connect people, brands and the planet.”

The company has also unveiled a Strategic Advisory Board with experience spanning global capital, AI policy, enterprise technology, luxury, retail and international growth, Taylor revealed in her own LinkedIn post.

The Patina name reflects the founders’ belief that instead of losing value after purchase, products can become more valuable through time, use and care. The company said it is already working on live proofs of concept with enterprise and emerging brands, alongside research into the state of post-purchase commerce in 2026.

Launched in 2020 at the time of the prevalence for the metaverse, the IoDF served as a think tank and culture lab working to bridge the gap between traditional clothing and new technology. The company offered services like the creation of AR, VR and 3D assets and worked with educational institutions to make fashion events more accessible.