Almost 70% of clothing is made from plastic.



 The EU prepares to implement its Digital Product Passport, tighten green claims regulations, and finalise labelling rules, the stakes remain high. Without decisive improvements, cotton risks being locked into a system that undervalues its benefits -and the world risks doubling down on fossil fuel-based textiles. 

Why we must build on this momentum?

The campaign has achieved a great deal, but the work is far from done. For cotton, advocating for a fair and credible PEF, is not just a technical detail - it is a defining issue for market access and consumer perception. Labels influence purchasing decisions, and regulations shape Cotton supply chains. If environmental scoring systems remain flawed, they could accelerate the trend toward synthetics at a time when the fashion industry urgently needs renewable,circular, and biodegradable fibres.

 A call to action 

As we celebrate World Cotton Day 2025 under the banner of “Cotton for Good”, we must remember that good intentions alone do not guarantee good outcomes. Fair and accurate sustainability metrics are not a “nice to have” - they are essential to driving the right choices for the planet and for people. The Make the Label Count campaign has shown what is possible when industries unite around science and transparency. Now, it is time to convert influence into impact: • Push for updated PEF models that account for natural fibres’ unique benefits. • Ensure microplastic emissions, circularity, and biodiversity are fully integrated into environmental assessments. • Advocate for inclusive policymaking that gives voice to growers and protects rural livelihoods. 

Cotton has a vital role to play in a sustainable fashion future - but only if it competes on a level playing field. By making the label count, we make sustainability count - for consumers, for farmers, and for the planet.


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