Nordic Council has adopted a new recommendation urging Nordic governments to strengthen sustainability standards in the fashion industry. The recommendation focuses on improving transparency for consumers, reducing greenwashing and misleading marketing practices, and promoting better working conditions across the textile sector.

Lone Kristiansen said that although many consumers want to make more sustainable choices, understanding the full production process behind products remains extremely difficult. She added that consumers should not be expected to know every detail of complex supply chains and that a more transparent system is needed to help people make informed purchasing decisions.

The recommendation also highlights concerns around the growing use of synthetic and fossil fuel-based materials in textile manufacturing. These materials currently account for around 62 per cent of global textile production and contribute significantly to carbon emissions.

A new European Union directive will also come into effect in September, requiring brands to provide consumers with better sustainability information about products.