STUTTGART – The Global Organic Textile Standard (GOTS) has launched its annual #BehindTheSeams campaign, a global initiative designed to spotlight social responsibility and sustainability across the textile sector.
Running throughout September, the 2025 edition marks a new chapter for the campaign as it welcomes partners from outside the textile industry, including chocolate brand Tony’s Chocolonely and German football club FC St. Pauli. Both have joined GOTS to amplify the message around fair production and ending child labour.
GOTS, which now certifies more than 15,000 facilities across 87 countries, hopes to accelerate change by bringing both consumers and professionals “behind the seams” to understand what responsible production really means.
Holger Stripf, head of marketing at GOTS, said the campaign aimed to demonstrate the power of cross-sector collaboration: “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.”
Textile brands including Nudie Jeans are also backing the campaign. Gareth Cullen, regional general manager for the UK, Ireland and France, said the partnership had strengthened the company’s sustainability focus internally: “Every step forward must be carefully considered to ensure it leads to real, measurable progress – and GOTS provides a framework that supports this approach. Being part of the ‘Behind the Seams’ campaign allows us to amplify this message globally.”
Through a combination of education, engagement and entertainment, GOTS will use social media, giveaways, educational videos and interactive content to encourage consumers to make more informed choices. Last year’s campaign generated over 151 million impressions across Instagram, YouTube, TikTok and LinkedIn, reaching more than 70 million unique consumers. Organisers expect the 2025 edition to surpass that reach.
Founded in 2006, GOTS has become the world’s leading benchmark for organic textiles, offering a recognised certification that ensures environmental and social integrity across the entire value chain.
More information on #BehindTheSeams 2025 is available at www.behindtheseams.eco
