The power of the label: Why you should always… | Make it Feel Right

The power of the label: Why you should always check the label when buying new threads

The power of label

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Consumers have enormous power to hold clothing brands accountable for sustainable standards of manufacturing. One of the biggest goals of TENCEL’s #MakeItFeelRight movement, is to drive this awareness to consumers but reinforce that sustainable action must follow. Intrinsically, we want to wear things that reflect our own values, and genuine care for the planet and sustainability is now at the top of our minds. There are many ways to track sustainability, but one such way is through the use of an eco-label.

Eco-labels are becoming increasingly popular and necessary for textile brands looking to establish themselves as providers of sustainable wear. Businesses today need to be socially, environmentally, and economically responsible in order to tackle the climate risks we are facing as a society. An eco-label is a quick and easy way to determine just how sustainable these businesses are, but this comes with a range of challenges! To help overcome some of these challenges the #MakeItFeelRight movement has partnered with a variety of NGOs, brands and influencers.

Trust, but verify!

There are brands out there that falsely claim their clothing is sustainable, and the last thing consumers want is to be tricked into supporting them. To #MakeItFeelRight, the TENCEL™ brand has partnered with the Programme for the Endorsement of Forest Certification (PEFC), an NGO that promotes sustainable forest management and has deep expertise with independent third-party verification. Ben Gunneberg, CEO and Secretary General of PEFC International, has some advice on how we should trust, but verify eco-labels.

What should we look for in a credible eco-label?

First, a credible eco-label should have an independent third-party verification. This means an independent auditor has verified the claims and the requirements are met according to what is declared.

Second, behind the label, there should be a meaningful, detailed and precise transparent standard. The standard with a set of criteria should explain what the label certifies and what a consumer can expect from the product that carries this label – these could be specific environmental criteria or social requirements, or process related, like chemicals or energy use. Our own PEFC standard is one such example.

Third, there must be a robust, transparent, inclusive and balanced process in developing and periodically reviewing the requirements of this standard. It is important that diverse voices and expert opinions are represented both from a local and global perspective.

And lastly, the claims of the eco-label should be clear and specific. The consumers should be able to understand what the eco-label certifies and how to identify it in their own sustainable fashion journeys. Part of why PEFC partnered with the #MakeItFeel right campaign is because we believe in turning awareness into action. We, with the movement, encourage all to #MakeAPledge and commit to sustainable fashion standards.

Flaunt your style

Responsibly sourced fibres, like TENCEL™ Lyocell fibers from PEFC-certified sustainably managed forests, present a wide range of products across fashion segments. This spans from everyday wear and activewear to denim and underwear. True style is a combination of looking good on the outside and feeling good on the inside. Now that you know what label to look for next time you go shopping, the power lies with you to #MakeItFeelRight.

Join the movement, it’s time to make a pledge to #MakeItFeelRight!

To get started on checking for a label, visit our TENCEL™ e-Shop!

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