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OEKO-TEX launches a new brand strategy

From product certification in accordance with the OEKO-TEX Standard 100, which was first introduced in 1992, the International OEKO-TEX Association has now, through continuous development and expansion of portfolio, established itself as a full-service provider for independent certifications and services for greater sustainability along the textile value-creation chain.

The association is now taking into account this strategic change from niche provider for human-ecological product safety to a global system solution for brands, retailers and manufacturers with new brand architecture. The focus is on the OEKO-TEX logo and the claim “Confidence in Textiles”, which over the past almost 25 years has been known across the industry as synonym for effective consumer protection, responsible handling of chemicals and use of environmentally friendly production technologies and compliance with fair working conditions.

OEKO-TEX has already presented the new brand design during the market launch of MySTeP database, the MADE IN GREEN product label and the ECO PASSPORT certification for textile chemicals. Beginning Autumn 2016, the modernised appearance will also be used with most well-known OEKO-TEX brand, the STANDARD 100, and the STeP certification. At that point, the new STANDARD 100 product label and the refreshed STeP logo for B2B communication will also be available to more than 10,000 partner companies around the world.