Why Odlo Removed the “Eco” Label from its Products
How the new EU Green Transition rules are changing sustainability claims - and why responsibility is built into every Odlo product.
By: Johanna Heimlicher
10.02.2026
A major new EU law - the Empowering Consumers for the Green Transition Directive - is about to change how brands talk about sustainability. Its goal is simple: protect consumers from greenwashing and ensure environmental and social claims are clear, specific, and backed by real evidence.
From September 2026 onwards (when EU countries begin enforcing the new directive) brands will no longer be allowed to use vague or unsubstantiated sustainability claims in their marketing.
At Odlo, we welcome this change. Transparency and responsibility have always been part of how we design, source, and manufacture our products.
Until around three years ago, some of our products carried the label Eco — like Active Warm Eco or Performance Light Eco. It was our way of highlighting collections that used materials with recycled content and were designed with sustainability in mind.
But since then, the word Eco has disappeared from our product names. That was no accident.
Beyond Labels
At Odlo, sustainability isn’t a bonus feature. It’s a given. We don’t separate our products into “sustainable” and “not sustainable” categories because responsibility runs through everything we create. By removing “Eco” from our product names, we avoid turning sustainability into a marketing label. Instead, we make a simple promise: every Odlo product is designed with responsibility at its core.
What goes into making an Odlo product
Materials With Recycled Content
We carefully select fabrics made from GRS-certified fibers with recycled content. You’ll always find the exact recycled percentage in the online product details, on the care label, and in the Digital Product Passport.
Merino Wool & Animal Welfare
All our merino wool is sourced from farms that avoid mulesing. From 2026 onward, we’ll take this further by gradually switching to Responsible Wool Standard (RWS) certified wool – ensuring even higher animal welfare and land management.
Chemical Safety
Our base layers, first layers, and mid layers are OEKO-TEX® Standard 100 certified, tested for harmful substances to ensure skin safety. On top of that, we’re rolling out bluesign® standards, which set stricter requirements for chemical management.
From SS26 onwards, PFAS chemicals will be eliminated from our entire range. This milestone will be reached for the upcoming season, as the final product to contain this man-made chemical - our Dual Dry Zero Weight Jacket - will transition to a PFAS-free alternative.
Fair Working Conditions
As a member of the Fair Wear Foundation, Odlo holds a Good rating – a recognition that puts us ahead of most brands and reflects our ongoing work to improve conditions across our supply chain. We also have plans to progress to “Leader” status by 2028.
Transparency You Can See
With the Digital Product Passport and the Open Supply Hub, you can easily explore the origins of your product – from the fabrics used to the factory where it was made.
Our Commitment Going Forward
It’s built into our DNA – from fibers with recycled content and wool to safe chemistry, decent working conditions, and radical transparency.
So, while the Eco label is gone, the values behind it are stronger than ever. Every product you choose from Odlo is proof that performance and responsibility belong (and can live) together.
We’re hopeful that the new EU directive coming into force later this year will encourage all brands not only to communicate sustainability responsibly, but ensure that it's fundamental to all parts of their business.