New campaign highlights verification, traceability and transparency in textile sustainability claims
bluesign, a chemical management and sustainability system serving the fashion and textile industry, is launching its first consumer-facing advertising campaign, “THE UNSEEN PROCESS,” on September 20 around New York Climate Week.
The campaign focuses on the processes that take place behind the products consumers purchase, including chemical management, manufacturing standards and verification systems across the textile supply chain. Through the campaign, bluesign is seeking to make this often unseen work more visible to consumers.
From B2B communication to consumer awareness
For much of its 25-year history, bluesign has primarily operated as a B2B organisation, working with brands, manufacturers and chemical suppliers across the textile and apparel supply chain.
“THE UNSEEN PROCESS” represents a move towards direct consumer communication. The campaign aims to explain how verified processes and supply-chain practices can provide greater context around environmental information associated with textile products.
The initiative comes as brands face increasing scrutiny over how they communicate sustainability. Broad environmental terms such as “sustainable” and “eco-friendly” are receiving greater attention from regulators and consumers, increasing the focus on substantiation, traceability and third-party verification.
Campaign coincides with bluepass introduction
The campaign is being launched alongside the introduction of bluepass, bluesign’s new consumer-facing designation designed to make verified upstream supply-chain work more visible at the product level.
According to bluesign, bluepass is intended to help consumers better understand verified information associated with products when they encounter them in the marketplace.
The campaign is also timed around the implementation of the European Union’s Empowering Consumers for the Green Transition (ECGT) regulations, which place additional requirements on environmental marketing and consumer information.
Making supply-chain processes more visible
A central idea behind “THE UNSEEN PROCESS” is that much of the work involved in responsible textile production takes place away from the consumer’s view.
Chemical selection and management, manufacturing requirements and verification processes can occur at different stages of the supply chain. bluesign’s campaign seeks to bring greater attention to these processes and explain their relevance to the products ultimately purchased by consumers.
The campaign materials are being released ahead of the September 20 launch, with the initiative positioned as part of bluesign’s broader communication strategy.
Changing sustainability communication
The campaign reflects a wider shift in sustainability communication, where brands are increasingly expected to support environmental statements with evidence and identifiable verification mechanisms.
For bluesign, the move towards consumer-facing communication also represents an effort to make its role in the textile supply chain more recognisable beyond the companies and manufacturers it has traditionally worked with.
The organisation said the campaign raises a broader question for the industry: how environmental progress can be communicated when consumers and regulators increasingly expect evidence behind sustainability claims.
About the campaign
“THE UNSEEN PROCESS” will launch on September 20, 2026, around New York Climate Week. The campaign will be supported by bluesign’s consumer-facing communications and its new bluepass designation.