The European Union has introduced a set of new sustainability policies that are set to change how the fashion and textile industry works. These rules will affect brands, manufacturers, and retailers who sell products in the EU market. The aim is to make fashion more transparent and more circular. This means clothes should last longer, be easier to repair, and be made with less impact on the environment.
These changes affect everyone in the global supply chain, from yarn producers to global fashion brands. For companies that make sustainability claims, the new regulations mean they need to back up those claims with real data and proof. Many of these developments are part of the longer term EU strategy for sustainable textiles and are expected to roll out in stages over the next few years.
Green Claims Rules and Consumer Protection
One of the major policy changes is the Empowering Consumers Directive (ECD). This rule entered into force in March 2024 and will be included in national laws by March 2026. It bans misleading environmental claims and requires companies selling into the EU to make sure that any claim about sustainability is backed by truthful information.
Another piece of legislation, the Green Claims Directive (GCD), was meant to go further. It would require companies to verify any claim such as “recycled”, “organic”, or “biodegradable” before using it in marketing. This directive has faced delays and might be stopped, but the principle behind it reflects the overall direction of EU policy.
These rules are designed to protect consumers. They make sure people are not misled by vague sustainability labels. Fashion brands will have to collect environmental data and use independent verification if they want to promote their products as sustainable.
Making Textiles More Sustainable
Another important policy is the Ecodesign for Sustainable Products Regulation (ESPR). This rule focuses on the physical design of products. It sets expectations that textiles sold in the EU should be durable, easy to repair, and recyclable. It will also require a Digital Product Passport (DPP). The DPP will contain information about a product’s materials and sustainability attributes that customers and supply chain partners can access.
These changes will require investment in digital tools and data systems. Fashion and textile companies will need to work more closely with their raw material suppliers and manufacturers so that the sustainability information flows through the supply chain. Brands will need technology to track data and meet the new information standards.
What the Rules Mean for Companies
Together, these new sustainability policies mean companies need to prepare now. They will need to:
- Collect reliable environmental data across their textile supply chains.
- Update product labels and marketing claims so they can be verified.
- Build or adopt digital systems like the Digital Product Passport.
- Work with certification systems that meet the EU’s criteria.
- Train staff to handle new requirements for reporting and verification.
For brands and producers, this will not be easy. It will require changes to sourcing, production planning, and product development. But companies that prepare ahead of time will avoid last-minute compliance pressure and will be better positioned in markets that value real sustainability information.
What Comes Next
The EU is still finalizing parts of these policies, with key rules expected between 2027 and 2029. In the meantime, companies should start adapting to the available requirements and look at how their products are designed, labelled, and marketed. These changes reflect a broader shift in how fashion and textiles are regulated globally. Regulations like these are likely to influence other regions in the future. Companies that move early will be better able to meet both regulatory demands and consumer expectations for transparency and sustainability.
