The End of Greenwashing: How Transparency is Revolutionizing Sustainable Fashion

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Speaking with Kutay Saritosun, Director of Brand Services and Partnerships, bluesign technologies, he believes the legislation will play an important role in eliminating greenwashing. 

The Green Claims Directive is a proposed European Union regulation aiming to prevent "greenwashing" by setting clear, evidence-based requirements for environmental claims made by companies, ensuring consumers receive reliable information about product sustainability. While initially expected to come into force by 2027 or 2028, its future is currently uncertain due to recent developments at the end of June that saw it not withdrawn, but certainly delayed.

As for the Digital Product Passport, that is continuing on its path and expected to become valid in 2027. The DPP will include essential details such as a unique product identifier, compliance documentation, and information on substances of concern. It will also provide user manuals, safety instructions, and guidance on product disposal. By offering a detailed digital record of a product’s lifecycle, the DPP will enhance supply chain management, ensure regulatory compliance, and help companies identify and mitigate risks related to authenticity and environmental impact.