#BehindTheSeams 2025: GOTS Rallies Global Brands for a Fairer Future

Global Standard, the non-profit organisation behind the internationally recognised Global Organic Textile Standard (GOTS), has announced the launch of #BehindTheSeams 2025, the annual campaign championing social responsibility and sustainability in the textile industry. For the first time ever, the campaign will involve partners from outside the textile industry, including major brands like Tony’s Chocolonely, which is campaigning alongside GOTS to end child labour.

Driving urgency on the SDGs

With just five years remaining until the UN’s Sustainable Development Goals (SDGs) deadline, the industry is lagging. According to latest McKinsey analysis two-thirds of fashion brands are falling behind on their climate goals. By rallying 15,000 facilities across 87 countries, GOTS is on a mission to inspire the industry into action.

Running from 1-30 September, the campaign will take consumers and professionals behind the seams of the textile industry to educate them on what responsible production truly means. In turn, the aim is to empower both groups to make more informed, conscious choices.

Commenting on this year’s campaign, Holger Stripf, Head of Marketing at Global Standard, said: “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. By spotlighting the people, values, and partnerships driving change, we hope the campaign will inspire both corporations and consumers to act in the interest of people and planet.”

The power of cross-industry collaboration

In addition to leading textile brands, influential companies from other sectors are supporting the campaign. Among them are Tony’s Chocolonely and FC St. Pauli – a top-flight German football team – which is serving as a cultural ambassador promoting conscious consumer choices. The aim of these partnerships is to create awareness of the campaign, its aims, and the work companies and organisations within Global Standard’s network and beyond are doing.

Gareth Cullen, Regional General Manager, UK, Ireland & France at Nudie Jeans, added, “Working with GOTS has brought together colleagues from multiple departments, deepening our internal conversations around our sustainability efforts. It’s helped strengthen both our commitment and our actions to improve. We’re not looking for shortcuts or quick fixes. 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 alongside GOTS allows us to amplify this message globally. It’s an opportunity to show that when likeminded organisations come together, we can inspire consumers to make choices that protect both people and planet.”

Inspiring change through education and engagement

As part of #BehindTheSeams 2025, GOTS is inviting its global community to join the conversation and discover new insights via its social media channels, as well as those of participating brands and organisations. The campaign landing page and the Global Standard Instagram channel will feature exclusive giveaways, grand prizes, inspiring educational videos and interactive content. From thought-provoking moments to light-hearted fun, there will be something for everyone, highlighting that creating change should be both meaningful and engaging.

Since 2006, GOTS has set the benchmark for organic textiles and today stands as the world’s leading standard, ensuring integrity from fibre to finished product. Managed by the non-profit Global Standard gGmbH, GOTS’s mission is clear: to ensure the highest level of social and environmental impact in textile value chains.

#BehindTheSeams 2024 achieved 151+ million impressions across Instagram YouTube, TikTok and LinkedIn, reached 70 million unique consumers, and generated over 230,000 microsite visits. The 2025 edition promises to be even bigger, reinforcing that change happens when we act together.

If you’re interested in participating in the campaign, entering any of the giveaways, or you’d just like to learn more, please visit: https://www.behindtheseams.eco/