“Sustainable” gets thrown around so much it’s basically background noise. If you want customers, fans, or partners to trust what you’re saying, the trick is simple: be specific. Say what the product is, how it’s made, and what standards back it up.
This post is a practical guide to sustainability wording for merch, including what GOTS and Fair Wear Foundation actually mean, what to avoid, and a few easy templates you can copy.
If you want to see how SBM approaches it overall, start on Sustainability. If you want us to check your product and artwork and suggest the cleanest setup, start with Request a quote.
TL;DR
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Make claims that are specific, verifiable, and linked to a real standard.
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Avoid vague words like “eco-friendly” unless you explain what you mean.
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Certifications are useful, but only claim them when they apply to that specific product.
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The biggest sustainability win in merch is usually production model: don’t overproduce.
The safest sustainability claims are the boring ones
The most credible claims usually look like:
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what the material is
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what certification it has
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where it’s produced (if you can confirm it)
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how the merch is produced (made-to-order, small batch)
The risky claims are the big sweeping ones:
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“planet friendly”
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“carbon neutral”
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“zero impact”
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“100% sustainable”
If you can’t prove it clearly, don’t say it.
What GOTS means (in normal language)
GOTS stands for Global Organic Textile Standard. It’s one of the strongest standards for organic textiles because it covers more than “organic cotton.” It looks at the supply chain from fibre to finished product.
In practice, GOTS typically covers:
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organic fibre requirements (what counts as organic content)
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restricted chemicals in processing (dyes, auxiliaries, treatments)
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environmental requirements (including wastewater treatment expectations)
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social criteria in manufacturing (labour requirements)
Why it matters for merch:
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It’s a supply-chain standard, not a vibe.
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It helps you avoid vague “organic-ish” marketing.
Copy you can usually use (when it’s true for the specific product):
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“Made with GOTS-certified organic cotton.”
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“This product is certified to GOTS.”
If you’re unsure what you’re allowed to claim on a specific item, we can help you keep it clean via Request a quote.
What Fair Wear Foundation means (and why it matters)
Fair Wear Foundation (often shortened to Fair Wear) focuses on working conditions in garment production. It’s not a fabric certification. It’s about labour rights, safety, and supply chain responsibility.
Why it matters:
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“Organic” doesn’t automatically mean “fair.”
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Fair Wear gives you a credible way to speak about the human side of production.
Copy you can usually use (when it’s true for the specific product/brand setup):
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“Made in factories aligned with Fair Wear Foundation standards.”
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“This brand is working with Fair Wear Foundation to improve working conditions in its supply chain.”
If you want help choosing products with the right standards for your audience, start at Services.
Other sustainability standards you can reference (quick cheat sheet)
These come up a lot in merch. The key is: only mention what the standard actually covers.
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OEKO-TEX Standard 100: testing for harmful substances in textiles (chemical safety, not “organic”).
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GRS (Global Recycled Standard): recycled content and chain-of-custody rules for recycled materials.
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Fairtrade (cotton): focuses on farmers and fairer trading terms (not the whole garment supply chain).
Want help matching print method + product to your design and sustainability goals? Start on Printing.
The biggest sustainability lever in merch: don’t overproduce
The most honest sustainability move is reducing dead stock.
Smarter production options:
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Pre-order drops: sell first, produce what sold.
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Small-batch drops: test small, repeat what works.
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Evergreen basics + occasional drops: keep it tight and top up.
If you want the no-overproduction model, see Pre-order campaigns.
Phrases to avoid (and what to say instead)
Avoid: “Eco-friendly”
Say: “Made with GOTS-certified organic cotton” or “Made with recycled polyester (GRS certified), where applicable.”
Avoid: “Carbon neutral”
Say: “Produced to order to reduce waste and overproduction” or “Built for long wear and durability.”
Avoid: “Zero waste”
Say: “Produced in small batches” or “Made-to-order to avoid leftover stock.”
Avoid: “100% sustainable”
Say: “We prioritise certified materials, responsible production, and low-waste ordering models.”
Simple claim templates you can copy
Use these as plug-and-play lines (only when true for the product):
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“Made with certified organic cotton (GOTS).”
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“Produced in line with Fair Wear Foundation standards (working conditions focus).”
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“Made to order to reduce overproduction.”
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“Built for long wear: premium blanks + durable printing.”
FAQ
Do we need certifications to be “sustainable”?
Certifications help credibility, but the biggest win is still producing less, producing better, and making merch people keep wearing.
Can we say “sustainable merch” in general?
You can, but it’s stronger if you explain what that means for your products: materials, standards, and ordering model.
Can SBM help us write compliant sustainability copy?
Yes. We’ll help you write product-level claims that match your actual products and process. Start with Request a quote.
Want sustainability messaging that’s specific, credible, and actually fits your merch? Start with Sustainability and then Request a quote.
