The EU’s Green Claims Directive has been on hold since June 2025. Anna Schuster, the Head of Sustainability at Performance Days, explains what this means for the textile industry and why it does not necessarily disadvantage sustainable frontrunners. Schuster believes that credible sustainability communication benefits every company in the long run.
What does the latest development in the EU regarding the Green Claims Directive mean for the performance textile industry?
The temporary halt of the Green Claims Directive is a setback for all companies and stakeholders in the textile sector that have invested in transparency, traceability and credible sustainability communication. The absence of clear regulatory guidelines creates a vacuum that leads to significant uncertainty – particularly with respect to product labeling, marketing strategies and international competitiveness. Companies currently lack reliable orientation, while greenwashing remains a real and unresolved problem.
→ Read more about the Green Claims Directive: “The EU Green Glaims Directive is dead, for now”
What is your advice to textile companies on how to deal with this new situation?
Our recommendation is clear: stay committed. Even though regulatory pressure has eased for the moment, transparency, credible sustainability communication and independent certifications remain key competitive factors. Companies should continue to invest in scientifically sound LCAs [life-cycle assessments], certifications and credible sustainability claims. These factors not only build trust but are very likely to be incorporated into future regulations, particularly within the framework of the EU Green Deal.
’In the long run, innovation remains a key success factor’
Is this decision a disadvantage for companies with innovative, sustainable technologies?
In the short term, yes. They lose a potential competitive advantage that clear regulatory rules would have provided. Sustainable frontrunners are once again directly compared to companies making claims without any proof. However, in the long term, innovation remains a key success factor. The demand for environmentally friendly materials and solutions continues to grow globally – not only because of regulation but also because of rising consumer expectations and the requirements of major brands. Those that stay credible will benefit in the medium and long term.
Will these developments in the EU have an impact on the program or direction of Performance Days?
Performance Days will stay true to its path. Sustainability remains a central focus of the trade show. In fact, the latest developments only underline how important a platform like Performance Days is – one that consistently advocates for transparency, material innovation and sustainable solutions, independently of political fluctuations. Rather than pulling back, we see it as our responsibility to provide even more guidance. Whether through our Focus Topic, the Sustainable Awards, transparent criteria for the Forum or close collaboration with industry experts. The EU’s decision highlights the need for credible, independent formats like Performance Days.
