Consumers should know what they're wearing.
Consumers should know what they're wearing.
PFAS (per- and polyfluoroalkyl substances) are a group of synthetic chemicals used across the textile industry for water resistance, stain resistance, and durability.
They are commonly known as “forever chemicals” for a reason: they do not break down in the environment and accumulate in the human body over time.
But this information on chemical ingredients does not reach the consumer at point of purchase.
Our solution is simple.
If it lasts forever, label it.
Join us as we demand transparency with the Forever Label.
Hidden VS Honest
What is the Forever Label?
Consumers are unable to make informed choices about the clothing they buy without access to transparent information.
The Forever Label will provide consumers with the information they need to understand the chemical ingredients in their clothing.
We are asking for transparency.
The same basic standard of disclosure that already exists for allergens in food, financial risk in investment products and ingredients in cosmetics.
We are calling for mandatory disclosure of PFAS on all clothing and textile products sold in the EU.
- On a physical hang tag.
- On the website listing.
Everywhere a consumer encounters a product they should clearly see whether PFAS has been used.
The label forces brands to take accountability for harmful chemicals while encouraging consumers to consider the environmental impact before purchase.
Why now?
France and Denmark are at the forefront of regulating toxic chemicals in the fashion and textile industry with targeted bans on clothing, footwear and cosmetic products.
In Denmark, from July 1st 2026, the import and sale of clothing, footwear and waterproofing agents containing PFAS are prohibited.
In February 2026, the UK released its first ever PFAS Plan to protect people and the environment from harmful “forever chemicals”.
But consumers still cannot identify the presence of these chemicals in their garments because brands do not disclose them.
While regulation continues to develop, disclosure is still necessary so consumers understand where PFAS is present.
2026
Denmark PFAS Ban
Ban on import and sale of PFAS in clothing and footwear
2026
UK PFAS Plan
UK's first plan to protect people from forever chemicals
2026 +
EU Momentum
Growing regulatory push for chemical transparency
Back the Forever Label
The Forever Label Campaign made its European debut where it matters most — the European Commission, at Together in Action 2026, in direct conversation with MEPs, industry leaders, and European Climate Pact Ambassadors.
We’re grateful to the Commissioner for Climate Action Wopke Hoekstra, Director-General for Climate Action Kurt Vandenberghe, and Danish MEP Rasmus Nordqvist, for their support — and for recognising how our Campaign aligns with the EU’s broader climate and sustainability vision.
Join us. Demand the Forever Label.
