The campaign, active throughout September, seeks to equip audiences with the necessary information to make ethical choices regarding their production and consumption.
The initiative will focus on highlighting the individuals, collaborative efforts, and advancements that are fostering transformation across 15,000 certified establishments spanning 87 nations.
This annual initiative is designed to promote social responsibility and sustainable practices within the textile sector.
It aims to unite the industry into action, with an eye on the approaching deadline to achieve the United Nations’ Sustainable Development Goals, which is only five years away from now.
The recent McKinsey analysis indicates that two-thirds of fashion brands are not on track to meet their climate objectives.
In response, this year's campaign involves collaboration with prominent brands such as Tony’s Chocolonely, which focuses on eradicating child labour, and FC St. Pauli, a football team in Germany.
Other brands that will join the campaign include Nudie Jeans and Lucy & Yak.
These partnerships aim to raise awareness about the campaign's objectives and highlight the efforts of companies within and outside Global Standard's network.
Global Standard marketing head Holger Stripf 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.”
GOTS invites its worldwide community to engage in dialogue and gain new perspectives through social media platforms and those of participating brands during #BehindTheSeams 2025.
The campaign's webpage and Global Standard's Instagram will feature educational videos, and interactive content designed to show that driving change can be both impactful and enjoyable.
Nudie Jeans UK, Ireland & France regional general manager Gareth Cullen said: “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.”
