“You trust me without even really knowing me. I am what comes closest to your skin. I warm you, and you warm me. Who am I?”
The riddle is the only dialogue in Oeko-Tex’s roughly 35-second campaign film. The spot moves between home and outdoor scenes and close-ups of textiles before ending the message with “Follow the label.”
The textile testing and certification organization is launching “Trust in Every Thread” on Oct. 12 as its new guiding principle. The campaign focuses on the testing and traceability behind labels on clothing and home textiles.
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The launch follows the Sept. 27 start of rules under the EU’s Empowering Consumers for the Green Transition Directive (ECGT). The measure prohibits sustainability labels unless they are established by public authorities or based on a qualifying certification scheme.
For private schemes, the requirements include publicly available criteria, independent monitoring of compliance and procedures to withdraw or suspend a label when requirements are breached. The monitor must be independent of both the scheme owner and the company using the label.
Oeko-Tex’s Standard 100 certification requires articles to meet its limits for more than 1,000 harmful substances. Its criteria cover components such as buttons, zippers and thread, and the organization reviews the limit values at least once a year.
The requirements depend on the product’s intended use and degree of skin contact.
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