GOTS launches expanded #BehindTheSeams 2024 campaign.

Global Organic Textile Standard (GOTS) has kicked off the second annual #BehindTheSeams campaign, running throughout September. This year’s initiative highlights the sustainable and ethical practices behind GOTS-certified products, from fashion to hygiene items, with a focus on transparency and consumer education.

Building on last year's success, the campaign now features daily Instagram giveaways with leading GOTS-certified brands like Frugi and Organic Basics. Additionally, two major prizes are up for grabs: a sustainable trip for two to Paris and a hand-built organic mattress for a North American winner.

A key focus of #BehindTheSeams 2024 is "organic in-conversion" farming, with GOTS partnering with the Organic Cotton Accelerator to support farmers transitioning to organic practices. The campaign aims to educate consumers on the importance of choosing GOTS-certified products for a healthier planet and society.

Holger Stripf, Global Standard’s head of marketing, emphasized the campaign is designed to be both fun and engaging while effectively educating the public about eco-conscious living.