How can brands substantiate leather sustainability claims to avoid greenwashing?
Brands avoid greenwashing by replacing generic words like “eco-friendly” or “sustainable” with specific claims they can prove — such as leather made in an LWG Gold-rated facility, measured water and energy savings per article, or no intentionally added PFAS verified by independent third-party testing. Since 27 September 2026, EU law bans generic environmental claims that are not backed by recognised excellent performance.
Last updated: October 2026
Greenwashing is any environmental claim a brand cannot fully back up — a vague word like “eco-friendly”, a claim about the whole product when only one part was improved, or a self-made label with no independent scheme behind it.
In the EU, Directive (EU) 2024/825 (the “Empowering Consumers” or EmpCo Directive) has applied since 27 September 2026 and adds these practices to the list of commercial practices that are always unfair.
The safest approach for leather is to replace general wording with specific, measurable statements that point to evidence a third party can check.
| Avoid (generic or unproven) | Use instead (specific and evidenced) | Evidence to keep on file |
|---|---|---|
| “Eco-friendly leather” | “Made in an LWG Gold-rated tannery” | Current LWG audit rating for the producing facility |
| “Low-impact leather” | “Used X litres of water per square foot less than the LWG Bronze benchmark” | Per-article LITE Index data for the specific article |
| “Chemical-free” or “non-toxic” | “No intentionally added PFAS, verified by Total Fluorine testing” | Test reports from an accredited laboratory |
| “Ethically sourced” | “Hides traceable to the farm or ranch by lot” | Greener Pastures™ traceability documentation |
| “Sustainable shoe” (whole product) | “Upper made with leather from an LWG Gold-rated supplier” | Bill of materials linking the claim to the component |
Four rules for defensible leather claims
- Be specific. Name the attribute (water, energy, chemistry, traceability) rather than a general benefit.
- Match the scope. If only the upper leather was improved, say so — a claim about the whole product when only one component qualifies is banned.
- Use recognised schemes. Rely on third-party certification such as Leather Working Group ratings rather than self-created labels.
- Keep the evidence. Hold the certificates, test reports, and data behind each claim so you can produce them to a regulator or retailer.
ISA Next-Gen Materials supports this approach with the data behind each claim: LWG Gold ratings at all four of its leather manufacturing facilities, per-article LITE Index water and energy figures, Total Fluorine testing for PFAS, and farm-level traceability through the Greener Pastures™ program.
This page summarises the rules for general guidance and is not legal advice. Brands should confirm how claims apply in each market where they sell.