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OEKO-TEX To Launch New Global-Focused Brand Strategy

OEKO-TEX is transitioning to a global system solution for brands, manufacturers and retailers.

The sustainable textiles provider announced its plans to move from a niche product safety provider and reform the OEKO-TEX logo and its “Confidence in Textiles” claim—both of which have come to represent industry-wide standards for consumer protection, sustainable chemical management and environmentally-friendly compliance within supply chains.

OEKO-TEX’s new brand strategy will fortify the company’s reliable partnership with its customers and other key industry members. In addition to individual solutions, OEKO-TEX will extend its environmentally-friendly efforts across the entire textile value-creation chain.

“The theme of sustainability has represented increasing challenges for our customers from industry and trade for years and they are looking for suitable solutions. With our product portfolio we are able to provide wide-ranging assistance for this,” OEKO-TEX general secretary Georg Dieners said. “In our future communication, the umbrella brand ‘OEKO-TEX’ and our slogan ‘Confidence in Textiles’ will be in the foreground. Our individual product modules, or rather the sufficiently known brands within the OEKO-TEX system, are arranged under the umbrella brand to strengthen this and meet the needs of our customers.”

This fall, OEKO-TEX’s updated appearance will be used with the company’s most popular brand, Standard 100. Standard 100 is a certification system for all stages of textile processing. It tests for harmful chemicals within articles such as fabrics, yarns and other manufactured clothing.

Due to company branding changes, OEKO-TEX will close its Frankfurt certification center on June 30. Hohenstein Textile Testing Institute GmbH & Co. KG, another OEKO-TEX member institute in Germany, will be in charge of laboratory tests and STANDARD 100 certifications from now on.

Dieners spoke about how OEKO-TEX’s new brand image and Frankfurt center closure will benefit the company’s certification management.

“Globally standardized processes and structures relating to the certification process as per the STANDARD 100 do not just simplify the work for us, they also simplify the work for our customers,” he said. “They will have a central contact person in the future with whom they can discuss all issues relating to the certification.”