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Oeko-Tex to roll out new branding strategy

The new brand architecture will align all services and certifications under the Oeko-Tex banner in a way that is recognisable throughout the market.

27th October 2016

Innovation in Textiles
 |  Zurich

Sustainable, Medical/Hygiene, Clothing/​Footwear

In addition to updating its test methods and limit values for harmful substances, Oeko-Tex will also be revealing its new, cohesive branding strategy in January, following the preview a few months ago. The organisation also plans to unveil new products in January as well.

The portfolio of Oeko-Tex products is growing rapidly in response to textile industry needs – the most recent addition was Detox to Zero by Oeko-Tex to help eliminate hazardous substances by 2020.

The new brand architecture, therefore, aims to comprehensively align all services and independent certifications under the Oeko-Tex banner in a way that is recognisable throughout the global market. Oeko-Tex will prominently feature the brand’s tag line, Confidence in Textiles, in every product logo to connect to the Oeko-Tex heritage for protecting consumers and supporting sustainable products and manufacturing processes.

Expanding range

“Oeko-Tex has worked for twenty-five years to help textile product companies reduce hazardous chemicals and to increase the sustainability of the industry,” commented Oeko-Tex General Secretary, Georg Dieners.

“Our Oeko-Tex product range will continue to expand with the worldwide textile supply chain and the increasing challenges it poses for our customers. We are proud of the confidence we have earned through that work as well as the confidence the Oeko-Tex brand gives to consumers everywhere.”


The new Oeko-Tex brand identity kicks off Oeko-Tex’s 25th Anniversary, which will be celebrated next year. Founded in 1992 in direct response to public outcry against dangerous chemicals in textiles, the International Oeko-Tex Association has grown to sixteen-member textile testing and research institutes with offices in more than 60 countries.

The Oeko-Tex product portfolio has expanded with textile supply chain globalization and will grow as the textile market and the public’s expectations change. “Oeko-Tex has evolved over twenty-five years but our values remain constant and deeply rooted in safety, quality, and sustainability,” said Mr Dieners.

The new Oeko-Tex brand identities will begin rolling out immediately and will be in full force with the annual January update. The Standard 100 by Oeko-Tex and STeP by Oeko-Tex design updates have been completed by the end of October. Updated certificates and label templates are available now for the 10,000 companies around the world who currently work with Oeko-Tex.

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