Words such as eco, ecological, green, sustainable, natural, or environmentally friendly are now found almost everywhere.
Including on clothing, towels, bedding, and other textiles.
But what do these labels really mean?
Is one product genuinely more environmentally friendly than another? Is there any evidence to support the claims? And how can customers tell the difference between a truly more responsible product and mere marketing?
That is precisely what greenwashing is about.
And as the European Union significantly tightens the rules on environmental claims, this topic will become increasingly important for both customers and online shops.
What is greenwashing?
Greenwashing is a way of communicating in which a manufacturer or seller creates the impression that their product, service, or company is more environmentally friendly than can actually be substantiated.
This can include very general claims such as:
-
ecological,
-
eco,
-
green,
-
natural,
-
nature-friendly,
-
sustainable,
-
environmentally friendly,
-
climate-neutral.
But on its own, the word often doesn’t tell customers exactly how the product is more environmentally friendly.
And that is precisely the problem.
That is why the new European rules include the concept of an environmental claim—a voluntary statement that claims or implies a positive or less negative impact of a product, brand, or trader on the environment.
Why is greenwashing a problem in textiles in particular?
Textiles are an area where we encounter environmental claims very often.
A single product may carry labels such as:
Organic · Natural · Eco · Sustainable · Green · Conscious · Recycled
But each of these words can mean something different.
For example, the claim “made from natural materials” does not, by itself, say anything about how the material was grown, how it was processed, which chemicals were used, or what conditions the people who made the textile worked in.
Similarly, the label “sustainable textile” is very general unless it is explained further.
Customers should therefore be able to find out:
Exactly what is better about the product, and what evidence supports this claim?
New EU rules against greenwashing
The European Union has adopted Directive (EU) 2024/825, which aims to strengthen consumer protection in the transition to a more sustainable economy.
Among other things, the rules target misleading environmental claims, misleading sustainability labels, and information about products’ social characteristics.
In the Czech Republic, these rules are being incorporated into amendments to the Consumer Protection Act and the Civil Code. The Ministry of Industry and Trade says the new rules are due to take effect on 27 September 2026.
The goal is simple:
To help customers better distinguish the genuine environmental characteristics of a product from marketing claims that are not sufficiently substantiated.
What changes from September 2026?
One important change is a stricter approach to general environmental claims.
The directive gives examples of general claims such as:
“eco-friendly,” “green,” “environmentally friendly,” “ecological,” “climate friendly,” or “gentle on the environment.”
If such a claim is not accompanied by a clear and specific explanation in the same place, it may be problematic.
For example, imagine an online shop that describes a towel as:
“Eco-friendly towel.”
But the customer is not told why.
Is it eco-friendly because it is made from organic cotton?
Because it uses recycled material?
Because the manufacturer uses renewable energy?
Or simply because it has a green label?
Without a specific explanation, such a claim may mislead customers.
Specific claims are much more useful to customers
It is much better to state specifically what can be substantiated.
For example, instead of:
“Eco-friendly towel”
it is more transparent to say:
“Towel made from GOTS-certified organic cotton.”
This tells customers what the claim means and which standard it is based on.
The European directive distinguishes between a general environmental claim and a specific claim that is clearly explained in the same place.
We believe this is the right direction.
Fewer general slogans.
More specific information.
Why are certifications important?
One way customers can get more reliable information is through independent certifications.
The European directive defines a certification scheme as a third-party verification scheme that confirms that a product, process, or business meets certain requirements.
That is why certifications can be important in the textile sector.
They do not simply say:
“We believe our product is eco-friendly.”
They can say:
“The product meets specific requirements of a standard verified by an independent third party.”
And that is a significant difference.
GOTS as an example of a specific standard
One certification standard you may come across in textiles is GOTS—the Global Organic Textile Standard.
GOTS covers the entire processing chain for organic textiles—from the origin of the fibres through processing to manufacturing and trading.
The certification is based on inspections and certification by independent, approved certification bodies. To label finished products as GOTS-certified, the relevant parts of the supply chain must therefore meet the standard’s requirements.
The current GOTS Version 8.0 was released in March 2026.
If you’d like to know exactly what GOTS means and what this certification checks, we’ve prepared a separate article:
GOTS certification: What does it mean for you, and why look for it in textiles?
GOTS is not just an “eco logo”
This is a good place to show the difference between a marketing label and a certification.
GOTS includes requirements relating to, for example:
-
the organic origin of fibres,
-
textile processing,
-
the chemicals used,
-
environmental criteria,
-
social conditions,
-
traceability,
-
responsible business practices.
GOTS also uses independent certification bodies and involves checks throughout the entire supply chain.
That is why there is a difference between the claim:
“Our cotton is eco-friendly.”
and:
“The product is GOTS-certified.”
In the second case, there is a specific standard and verification system.
Beware of claims that apply only to part of a product
Another important area covered by the new legislation is when a positive attribute applies only to part of a product, but the way it is presented creates the impression that it applies to the whole product.
The European directive gives the example of a product presented as being made from recycled material, even though the recycled material is used only for the packaging, for instance.
A similar principle may be relevant for textiles when a manufacturer highlights the environmental attribute of one component, giving customers the impression that it applies to the entire product.
That is why it is important to say:
Exactly what the certification or environmental claim covers.
What about the label “100% organic cotton”?
That is a different type of information.
If a product really contains 100% organic cotton, this is a specific claim about its material.
But on its own, it does not necessarily mean that the entire manufacturing process meets the requirements of a particular environmental standard.
That is precisely why it is useful to distinguish between:
organic material
and
a product certified to a specific standard.
For example, GOTS certification covers a much broader area than just the origin of the cotton itself.
How can you spot greenwashing when buying textiles?
You don’t need to be an expert in textiles or legislation.
When buying towels, bath sheets, bathrobes, or bedding, you can ask yourself a few simple questions.
1. What exactly does the claim “eco” or “sustainable” mean?
If it is not explained how the product is more environmentally friendly, be cautious.
2. Is the claim specific?
“Made from 95% organic cotton” is much more informative than simply “eco.”
3. Is there a certification?
If so, find out what the certification actually covers.
4. Who issues the certification?
Schemes that use independent verification are more trustworthy.
5. Can the claim be verified?
The manufacturer should be able to explain the basis for its environmental claims.
How do we do things at Pamukia?
At Pamukia, we don’t want to use the word “sustainable” as a universal marketing label.
Instead, we want to explain specifically to customers what our products are made of, which certifications they have, and what each label means.
For example, we state:
🌱 Organic cotton
Our products are made from organic cotton.
🌿 GOTS
For certified products, we can refer to the specific GOTS standard, which sets requirements for organic origin and other environmental, social, and manufacturing aspects of textiles.
🐰 Vegan
Our products contain no animal-derived materials or additives.
🛁 Bathroom textiles
Above all, we want our claims to be specific and easy to understand.
So instead of making grand claims, we prefer to explain the individual features of our products.
Why is transparency more important than “green” marketing?
We believe customers don’t need another green logo.
They need information they can understand and verify.
If a towel is made from organic cotton, let’s say so.
If it is GOTS-certified, let’s show the certification.
If it contains no animal-derived materials, let’s explain that.
And if we cannot substantiate something, we should not claim that it is eco-friendly just because it sounds good.
That, in our view, is the difference between sustainable communication and greenwashing.
What will the new legislation mean for customers?
From 27 September 2026, rules based on EU Directive 2024/825 are due to apply across the EU. Among other things, they aim to strengthen consumer protection against misleading environmental claims and help consumers make more informed decisions.
The new rules focus, among other things, on:
-
general environmental claims without adequate substantiation,
-
misleading sustainability labels,
-
claims about future environmental performance without specific and verifiable commitments,
-
claims that create the impression that a positive attribute applies to the whole product, when it applies only to part of it,
-
certain claims based on emissions offsetting.
This is good news for customers.
Fewer general promises. More specific information.
Greenwashing does not affect only big brands
Greenwashing is not a problem limited to large fashion chains.
It affects any business that communicates the environmental characteristics of its products or services to customers.
That includes online shops, too.
For example, if an online shop labels a category:
“100% eco-friendly products”
it must be able to explain exactly what this claim means and on what basis it is used.
The same applies to product names, banners, icons, filters, product descriptions, and advertising.
Environmental claims are not necessarily just text.
Under the European directive, they can also take the form of graphics, symbols, labels, brand names, or product names.
How to buy more sustainable textiles
You don’t have to look for the perfect product.
It is much more useful to look for specific information.
When choosing towels, bath sheets, bathrobes, or other textiles, you can focus on:
Material
What is the product made of?
Origin
Can the material’s origin be traced?
Certification
Is there an independent certification?
Manufacturing
What information is available about the manufacturing process?
Durability
Is the product high quality and designed to last?
Transparency
Can the seller explain its environmental claims?
The combination of these details can give you a much better picture than one big green logo.
Sustainable textiles start with specific information
Greenwashing is not a reason to stop believing all environmental claims.
Rather, it is a reason to ask:
“What exactly does the manufacturer mean?”
And if there is a specific answer, certification, or verifiable detail, it is much easier to make an informed decision.
That is why at Pamukia we want to take the path of transparent communication.
Not simply to say that our towels are “better for the planet.”
We would rather show you:
what they are made of, which certifications they have, and what each label really means.
Because we believe that more sustainable shopping does not start with green marketing. It starts with information.
Discover our organic cotton products
If you’re looking for organic cotton towels, explore our collection:
For extra comfort, you can pair your towels with:
And if you’d like to learn more about our certifications, read:
GOTS certification: What does it mean for you, and why can you find it on our towels?
Pamukia wants to be a brand that talks about sustainability not just in appealing terms, but above all in specific ones.