Sustainability is no longer a niche value-add for fashion brands. It’s fast becoming the baseline. And for small fashion labels, the pressure is mounting—from customers, investors, and most critically, new regulations.
So when should small brands start preparing for sustainability regulations? The short answer: now.
Why sustainability regulations matter to small brands
Small fashion brands are known for innovation, community, and creativity. But they’re also more vulnerable to regulatory shifts and compliance gaps. Without dedicated legal or compliance teams, adapting to EU rules around traceability, transparency, and greenwashing can feel overwhelming.
But here's the good news: the same tools that help you meet upcoming regulations also unlock long-term benefits for your brand—like increased customer trust, supply chain visibility, and authentic storytelling.
1. What regulations are coming?
The European Union is leading the charge on sustainability in fashion. These are the key regulations small brands should pay attention to:
Digital Product Passport (DPP) – Mandatory from 2027
The DPP is a digital record that tracks a product’s lifecycle, including material origin, production methods, care instructions, and end-of-life guidance. Every fashion product sold in the EU will eventually need one.
For small brands, this means preparing to digitise product data and communicate it transparently. Tools like SmartDPP allow you to generate these passports with embedded QR codes, linking directly to an interactive experience.
EU Traceability and Supply Chain Transparency Rules
These require brands to collect and disclose detailed supply chain data: where raw materials come from, who made the garments, and under what conditions. For small brands, this means mapping suppliers, documenting processes, and using platforms to make this data accessible.
Green Claims and Anti-Greenwashing Legislation
It’s no longer enough to say your products are “sustainable.” New laws require brands to back up environmental claims with data. So whether you’re promoting recycled materials, low-impact dyes, or ethical labour, you'll need to be able to prove it.
2. Key timelines to keep in mind
- 2024-2026: Early adoption of traceability software and sustainability reporting tools begins to shape industry standards.
- 2027: Digital Product Passport becomes mandatory for all apparel products entering the EU market.
- 2028+: Stricter enforcement of sustainability claims and broader product categories included under DPP regulation.
Waiting until these deadlines hit is risky. Brands that start now will avoid costly last-minute overhauls and will be better positioned to lead.
3. How to get started: small steps, big impact
Small brands don’t need to overhaul their operations overnight. Here are three practical actions to take today:
Start tracking your supply chain. Use lightweight platforms to map where your materials come from and how products are made. Even basic spreadsheets or simple integrations with suppliers can help.
Pilot digital product passports. Pick a small capsule collection or bestseller and build its DPP using platforms like SmartDPP.io. It’s a powerful way to experiment with customer storytelling and transparency.
Audit your sustainability claims. Review the language you use in marketing, product pages, and packaging. Can you back up every claim with data or certifications? If not, it’s time to revise.
4. Small brands leading the way
We’re already seeing independent fashion labels adopt these tools ahead of regulation:
- Martina Spetlova in London is using DPPs to connect consumers with the environmental story behind each garment, from materials to recyclability.
- POCHE has implemented DPPs to support its community-focused values with transparent, data-driven insights.
Future-proofing starts today
Regulations are coming—but they don’t have to be a burden. For small brands, they’re an opportunity to lead with integrity, build customer loyalty, and scale with purpose. By starting now with tools like digital product passports and traceability mapping, you’re not just checking boxes. You’re building a brand that’s resilient, credible, and ready for the future of fashion.
Need help getting started? Explore how SmartDPP can help you pilot your first passports or map your supply chain data in a matter of days.
