1. The Danish Textile Panel Established in 1999 by the Danish EPA The purpose is to focus on textiles’ environmental impact in a lifecycle perspective by involving a wide range of players in the product chain Most members are decision-makers in the market and the members represent a wide range of product groups The task is to identify and test instruments liable to increase demand and supply for more environment- friendly textiles

2. The Visions of the Textile Panel Environment-friendly textiles must be visible and available on the market and must be competitive on quality, price and design They must be produced with responsibility for humans and environment in all levels of production and must not entail health hazards for the user

3. Reasons for Concentrating the Efforts on the EU Eco-label To have a common standard and ambition for the environmental performance To give consumers and purchasers simple and transparent guidance when shopping and an EU guarantee that the product is among the most environment-friendly on the market The eco-label is Europe-wide and thereby backed by many manufacturers and importers that can place requirements on suppliers outside Europe Eco-labelled products other than textiles will contribute to increasing consumer familiarity with the label

4. The Market Situation Consumers are willing to buy environment-friendly textiles if: –the design is equally good –quality is acceptable –additional price is not excessive –it is easy and convenient Motivation for buying environment-friendly textiles: –Health –Quality –Life style

5. Development and Marketing of Eco-labelled Textiles Dissemination of information about the eco-label to both manufacturers and retailers to prepare them for increased demand for eco-labelled textiles Workshops for designers, manufacturers and purchasers about the eco-label criteria’s and how to apply for the label An common information campaign towards consumers to support the companies own marketing of eco-labelled textiles –Budget: 800,000 + 130,000 euro –Primary target group: women aged 25-55 –Elements: TV-commercial, advertisements, POS-material and PR

6. Positive Progress Achieved The EU Eco-label has given the Danish industry a common standard for the environmental work 16 licences have been granted and eco-labelled products are sold in about 16 large retail chains nation wide 16% of Danish consumers have a qualified knowledge of the Flower and among women alone the knowledge is 26% 42 purchasers from companies and public organisations purchasing textiles are members of a purchasing network for environment-friendly textiles

7. Lessons Learned Retailers and consumers are not aware of the environmental and health impacts from textile production The environmental standard of the eco-labelled textiles is difficult for the consumers to understand Eco-label information campaigns can change consumer knowledge and influence consumer behaviour Stakeholder involvement and support is very important It is difficult and time consuming for manufacturers and purchasers to obtain documentation from their suppliers and apply for the eco-label

8. Sustaining the Two-track Strategy On one track, attracting new suppliers of eco- labelled textiles On the other, disseminating information about eco-labels to the consumers in order to increase the demand for eco-labelled textiles