OEKO-TEX has launched “Trust in Every Thread,” a campaign highlighting the testing, independent oversight and traceability behind its textile labels. Introduced on 12 October, the campaign encourages consumers to examine the evidence supporting claims on clothing and home textiles.
A roughly 35-second film moves between everyday settings and textile close-ups before ending with the message “Follow the label.”
EU Rules Increase Scrutiny of Sustainability Claims
The launch follows the application of the EU’s Empowering Consumers for the Green Transition Directive from 27 September 2026. The rules prohibit sustainability labels that are neither established by public authorities nor based on a qualifying certification scheme.
Private certification schemes must meet requirements covering transparent criteria, independent monitoring and procedures for suspending or withdrawing labels when standards are breached.
The directive also addresses misleading environmental claims, including statements about an entire product that relate only to one feature.
Generic claims such as “eco-friendly” are restricted where recognised excellent environmental performance cannot be demonstrated.
For textile companies, these provisions place greater importance on defining precisely what a label certifies and making the supporting evidence accessible.
Testing, Traceability and Independent Oversight
OEKO-TEX STANDARD 100 assesses textile products against limits for more than 1,000 harmful substances, covering components including buttons, zippers and sewing thread. Requirements vary according to intended use and skin contact, with the strictest limits applying to products for babies and children up to three years old.
The organisation says it reviews its limit values at least annually and retests 25% of certificates through its quality control programme. Oversight also includes site visits and audits.
While STANDARD 100 focuses on harmful substances in the finished product, MADE IN GREEN combines product certification with manufacturing-facility requirements under OEKO-TEX STeP, which assesses environmental and social conditions. A QR code or unique product ID provides access to information about where and how a labelled item was made.
Read More: OEKO-TEX Certifications Rise 5% as Organic Cotton Surges 214%
Governance Changes and Consumer Verification
In an announcement on 19 August, OEKO-TEX outlined governance changes separating standard setting from conformity assessment, alongside a new independence council and an anonymous whistleblowing system.
The organisation reported growth of more than 13% in demand for MADE IN GREEN in its 2025–26 annual report.
The campaign directs consumers to consider the claim, its supporting proof and access to that proof. OEKO-TEX’s Label Check tool allows users to scan a QR code or enter a certificate number or product ID to verify a label and review the associated information.
