Non-profit organization behind the Global Organic Textile Standard (GOTS), Global Standard has launched its annual campaign, #BehindTheSeams 2025. This year, the campaign expands beyond the textile industry for the first time, partnering with major brands like Tony’s Chocolonely to champion social responsibility and sustainability.
With the UN’s Sustainable Development Goals (SDGs) deadline just five years away, the textile industry is falling behind. A recent McKinsey analysis finds, two-thirds of fashion brands are not on track to meet their climate goals. In response, GOTS is mobilizing its network of 15,000 facilities in 87 countries to inspire action.
Running from September 1-30, the campaign will take consumers and industry professionals ‘behind the seams’ of textile production to educate them on what truly responsible manufacturing means. The goal is to empower both groups to make more informed and conscious purchasing decisions.
Holger Stripf, Head-Marketing, Global Standard, emphasizes, GOTS is more than a standard -it's a movement. By spotlighting the people, values, and partnerships driving change, the campaign aims to inspire both corporations and consumers to act in the interest of people and planet, he adds.
This year's campaign includes influential partners from other sectors, such as the German football team FC St Pauli, which will serve as a cultural ambassador for conscious consumer choices, and Tony’s Chocolonely, which is joining the GOTS campaign to help end child labor. These partnerships aim to raise broader awareness of the campaign's mission and the work being done across industries.
Gareth Cullen, Regional General Manager, Nudie Jeans, highlights, being a part of this campaign allows the brand to amplify this message globally and show that when likeminded organizations come together, we can inspire consumers to make choices that protect both people and planet."
As part of the campaign, GOTS is inviting its global community to join the conversation on social media. The campaign's landing page and the official Global Standard Instagram channel will feature exclusive giveaways, educational videos, and interactive content designed to make creating change both meaningful and engaging.
Founded in 2006, GOTS has become the world’s leading standard for organic textiles, ensuring integrity from fiber to finished product. The #BehindTheSeams 2024 campaign achieved over 151 million impressions, reached 70 million unique consumers, and generated over 230,000 microsite visits. This year's edition promises to be even bigger, reinforcing the message that collective action is the key to meaningful change.
