Global Standard, the nonprofit behind the Global Organic Textile Standard (GOTS) kicked off its annual #BehindTheSeams campaign for sustainability and social responsibility in the textile industry. This year’s campaign marks the first time GOTS has partnered with brands outside the textile industry, such as Dutch candy maker Tony’s Choconely and German football team FC St. Pauli, alongside fashion companies such as Nudie Jeans and Lucy & Yak.
Running through Sept. 30, the campaign aims to educate consumers and textile industry professionals on the true meaning of responsible production to empower both groups to make more informed, conscious choices. Through its website and social channels, Global Standard will amplify its message of sustainability and social responsibility through educational videos, interactive content, giveaways and more.
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The ##BehindTheSeams campaign highlights a number of challenges to the textile industry, such as lack of transparency, gender discrimination, biodiversity loss due to conventional agriculture, offering solutions for both businesses and consumers to help alleviate these problems.
“GOTS is not just a standard—we are a movement of over 15,000 certified entities, working together to redefine the future of textiles. #BehindTheSeams is our way of showing the world that real change is possible not only across our industry but, through the involvement of brands from the likes of FMCG and sport, all industries,” said Holger Stripf, head of marketing at Global Standard. “By spotlighting the people, values and partnerships driving change, we hope the campaign will inspire both corporations and consumers to act in the interest of people and planet.”
Global Standard said there’s a new sense of urgency in this year’s campaign, as the textile industry is lagging in achieving the United Nation’s Sustainable Development Goals by the 2030 deadline. The latest McKinsey analysis found that two-thirds of fashion brands are falling behind on their climate goals. Along with climate improvement, the UN Sustainable Development Goals also calls for improving gender equality, health and wellbeing, and innovation and infrastructure, while also reducing poverty, hunger and inequality.
Last year’s #BehindTheSeams campaign achieved 151 million-plus impressions across Instagram, YouTube, TikTok and LinkedIn, reaching 70 million unique visitors and generating more than 230,000 visits to the campaign’s microsite.
Gareth Cullen, regional general manager for the UK, Ireland and France at Nudie Jeans, said participating in the campaign and working with GOTS has deepened the company’s internal conversations around its sustainability efforts.
“It’s helped strengthen both our commitment and our actions to improve. We’re not looking for shortcuts or quick fixes. Every step forward must be carefully considered to ensure it leads to real, measurable progress – and GOTS provides a framework that supports this approach,” he said. “Being part of the ‘Behind the Seams’ campaign alongside GOTS allows us to amplify this message globally. It’s an opportunity to show that when likeminded organizations come together, we can inspire consumers to make choices that protect both people and planet.”
