The fashion industry is undergoing a profound transformation, with circularity at the center of this transition. While the linear ‘take-make-dispose’ model still dominates, many forward-thinking brands are now investing in sustainable materials and solutions that promote reuse, repair and recycling to cut waste and environmental impact. A cornerstone of this movement is material innovation, particularly the rise of biobased alternatives to fossil-based textiles, synthetics and finishes.
However, with innovation comes the challenge of credibility. Without proof, even valid sustainability claims risk being dismissed as greenwashing. As consumer expectations and regulatory scrutiny intensify, independent verification has become essential for building trust and credibility.
The rise of circular materials
Research indicates the global circular fashion market is now worth USD 6-7.5 billion, with an annual growth rate of around 9%. Among the most promising solutions are biobased materials made from renewable resources such as agricultural byproducts like pineapple leaves, plant-based leather alternatives, such as cactus and mycelium, and biobased synthetics and natural fiber blends. These innovations not only reduce reliance on petroleum but also open new pathways for recyclability, compostability and lower carbon emissions.
From textiles and footwear to accessories, biobased materials are moving into commercialization at scale, proving that performance and durability can go hand-in-hand with sustainability.
Verification against greenwashing
Scientific verification provides the foundation for credible communication with consumers, investors and regulators.
In November 2024, we acquired Beta Analytic, a global leader in Carbon-14 testing – the gold standard for confirming biobased and biogenic claims. Using internationally recognized standards such as ASTM D6866, EN 16640 or ISO 16620, we can measure the Carbon-14 content of a wide range of products.
Carbon-14 testing provides definitive proof of whether a material is truly biobased by determining the proportion of renewable versus fossil-derived carbon it contains. In fashion, this means fibers, dyes, coatings and even packaging can be verified for their renewable origins, giving brands reliable data to support their circularity commitments.
By combining this expertise with our unrivaled global laboratory network and deep knowledge in sustainability, quality and regulatory compliance, we help brands validate their claims and ensure product integrity across global markets. This enables companies to confidently communicate their product features, minimize the risk of greenwashing and build lasting credibility.
Case in point
Scientific verification like Carbon-14 testing transforms sustainability from a marketing claim into a credible, measurable achievement. Brands can confidently demonstrate their commitment to circularity through schemes such as the SGS biobased green mark and the USDA BioPreferred Program, which includes categories for clothing, footwear and intermediates (fibers and fabrics).
A leading global footwear brand recently showcased the impact of this approach. By replacing petroleum-based inputs with plant-based alternatives such as corn, cotton and castor bean oil, the company achieved 75% biobased content in a new sneaker design. Verified through Beta’s Carbon-14 testing, the product became the first sneaker certified under the USDA BioPreferred Program. This was all achieved without compromising performance or comfort, and it is an accomplishment the brand can confidently share with consumers and retailers.
A holistic approach to sustainability
From innovative material testing and sustainable chemical solutions to life cycle analysis, carbon verification and biobased content testing, we help the fashion industry build trust and meet rising sustainability demands. But verification is just one piece of the sustainability puzzle.
Launched in late 2024, IMPACT NOW for sustainability brings together a complete suite of innovative services across four pillars – circularity, climate, ESG assurance and nature – empowering brands to reduce waste, lower carbon footprints and credibly advance the shift toward circular fashion.
The way forward
Material innovation will continue to shape the circular fashion movement, but credibility is the key to long-term success. Brands that invest in independent verification of their biobased and sustainable claims will not only reduce the risk of greenwashing but also enhance consumer trust, attract investment and future-proof their businesses in a market where transparency and accountability are non-negotiable.
The message is clear: circular fashion is here to stay and verified material innovation is the pathway to making it credible, scalable and impactful.
About SGS
SGS is the world’s leading Testing, Inspection and Certification company. We operate a network of over 2,500 laboratories and business facilities across 115 countries, supported by a team of 99,500 dedicated professionals. With over 145 years of service excellence, we combine the precision and accuracy that define Swiss companies to help organizations achieve the highest standards of quality, compliance and sustainability.
Our brand promise – when you need to be sure – underscores our commitment to trust, integrity and reliability, enabling businesses to thrive with confidence. We proudly deliver our expert services through the SGS name and trusted specialized brands, including Brightsight, Bluesign, Maine Pointe and Nutrasource.
SGS is publicly traded on the SIX Swiss Exchange under the ticker symbol SGSN (ISIN CH1256740924, Reuters SGSN.S, Bloomberg SGSN:SW).
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