Branding guidelines

We want to make it as simple as possible for you to resell and market our products, while also ensuring that all branding and certifications are used correctly. When working with GOTS-certified fabrics, LENZING™ fibers, there are important guidelines and requirements to follow.

Certified products come with specific rules on labeling, marketing, and claims, and we’re here to help you navigate them effortlessly. By following these guidelines, you can confidently promote our fabrics while staying transparent, compliant, and trustworthy to your customers.

For details on how to properly use logos, certifications, and branding, please review our guidelines. If you have any questions, we’re always happy to assist!

The Global Organic Textile Standard (GOTS) certification ensures that all stages of both our production facilities and distribution facility are certified entities operating within the GOTS framework.

When working with GOTS certified products it is important to understand the complexity of the framework in order to ensure the correct handling and labelling of GOTS certified products. As a retailer and reseller of our GOTS certified mind the MAKER fabrics, there are rules you need to follow in order to comply with correct and legal usage of the GOTS logo.

Selling GOTS products to consumers from your physical store

As a retailer selling our fabrics directly from your physical store, you don’t need your own certificate in order to label and promote the fabrics with GOTS logo.
You can add a label with GOTS logo to the products in your shop as long as you show our certification number on the label along with the logo.

Selling GOTS products to consumers from your online shop

As a retailer selling (and shipping) fabrics from your online shop, you need to obtain your own GOTS certificate in order to label and promote the fabrics with GOTS logo in your online shop. If your business is not GOTS certified, you are not allowed to use the GOTS name or logo for promotional purposes in your online shop.
This might seem weird, and we know that you probably really want to promote the GOTS label towards your customers in your online shop, but due to the strict rules for cutting and repacking of GOTS products, this is not allowed unless you have your own certificate.

If you don’t have your own GOTS certificate you may only use the term "organic cotton" when promoting our fabrics in your online shop.

If you are considering to apply for your own GOTS certification, you can find a list here with approved GOTS certification bodies near your, and take contact to get more information. Please note that we are not able to help or assist you on this matter.

Using GOTS products in your fashion brand or clothing label

When using our GOTS certified fabrics for production of clothes and garments, you are never allowed to use the GOTS logo unless you are certified yourself. You may only use the term “organic cotton”. In order to use the GOTS label with your products, you are required to have your own certificate.

Since ECOVERO™ is the brand name for viscose fibers manufactured by LENZING™, there are rules and limits to how you can use it when selling and marketing our fabrics made with LENZING™ ECOVERO™ Viscose.

>> Rule number 1:
Spell it right. You must always use the correct writing with capitalized letters, the ™ after, and then the fiber. Not ecovero viscose or EcoVero, but always ECOVERO™ Viscose.

>> Rule number 2:
Don’t mention a fabric as an ECOVERO™ fabric. A fabric can not be a ECOVERO™ fabric, but it can be a fabric made with ECOVERO™ branded viscose fibers.
If you follow the naming we use for our fabrics in all your marketing and sales material you will be sure not to violate the restrictions by Lenzing AG. The correct naming can be found on the hang tag attached to the fabric roll when you receive it, and also on the product presentation pages here on our website.

Here’s some examples:

ECOVERO About a dot viscose - NOT OK!
About a dot viscose with ECOVERO™ Viscose - OK!

Made of 100% ECOVERO - NOT OK!
Made with 100% ECOVERO™ Viscose fibers - OK!

Composition: 100% Ecovero - NOT OK!
Composition: 100% ECOVERO™ Visocse - OK!

>> Rule number 3:
Use the brand. When you write a description text related to a specific product of ours, we advise you to always follow the branding guidelines provided above, and to always mention mind the MAKER as the brand label of the fabric.
Lenzing AG does actively and regularly check the use of their branding, and they are fully entitled to take legal action against violations and prohibited use of their trademarks, which is why we strongly advise you to make it clear that you are selling mind the MAKER products since Lenzing AG then will know that the products are licensed.
If you are writing a blog post, an article or other text that is NOT related to a specific product of ours, you hold the entire responsibility to use the correct naming and branding attributes according to the trademark regulations from Lenzing AG.

Please take note that the limitations towards use of the ECOVERO™ trademark also apply to the product menu in your shop.
This means that you can’t have a menu item named ‘Ecovero’ or ‘mind the MAKER Ecovero’. You can call it ‘Viscose’ since this is the generic fiber name, or you can call it ‘Fabric made with ECOVERO™ Viscose fibers’.

TENCEL™ is a branded version of plant-based lyocell and modal fabric. The TENCEL™ trademark is owned by the company Lenzing AG, which means that only generic lyocell and modal fibers made by Lenzing AG can be referred to with the TENCEL™ branding.

There are other companies who make lyocell and modal fibers, but since TENCEL™ is trademarked by Lenzing AG, the fibers from other companies can only be referred to as lyocell or modal.

All our fabrics are made with TENCEL™ Lyocell and TENCEL™ Modal from Lenzing AG.

This means that the raw material is primarily sourced from wood that comes from FSC® and PEFC™ controlled forestry.

It also means that the fibers are documented to be produced in a closed loop production cycle, where both energy, water, solvents and chemicals used to dissolve the wood from pulp to fiber are recaptured and reused at a recovery rate up to 99%.

All fibers from Lenzing AG are controlled and traceable, which means that a license certificate issued by Lenzing AG is required in order to market and label a fabric (or garment) with the TENCEL™ branding labels.

All our fabrics are certified by Lenzing AG with both product and marketing license, which also apply and cover for retailers selling our products. This means that you don’t need a separate certificate to sell our products in your shop.

Please note that there are different rules and requirements if you use our fabrics to make products you sell (fx clothes).
In order to use the TENCEL™ trademark for your finished garments, you must register for a license with Lenzing to obtain your own certificate for the product you make. Learn more here: https://brandingservice.lenzing.com/en/login

Using the TENCEL™ trademark

Since TENCEL™ is a trademark owned by Lenzing there are rules and limits to how you can use it when selling and marketing our fabrics.

>> Rule number 1:
Spell it right. You must always use the correct writing with capitalized letters, the ™ after, and then the fiber. Not Tencel lyocell or TENCEL, but always TENCEL™ followed by the fiber name, like this: TENCEL™ Lyocell / TENCEL™ Modal.

>> Rule number 2:
Don’t mention a fabric as a TENCEL™ fabric. A fabric can not be a TENCEL™ fabric, but it can be a fabric made with TENCEL™ branded fibers.
If you follow the naming we use for our fabrics in all your marketing and sales material you will be sure not to violate the restrictions by Lenzing AG. The correct naming can be found on the hang tag attached to the fabric roll when you receive it, and also on the product presentation pages here on our website.

Here’s some examples:

TENCEL Smooth Drape Twill - NOT OK!
Smooth Drape Twill with TENCEL™ Lyocell - OK!

Made of 100% Tencel - NOT OK!
Made with 100% TENCEL™ Lyocell fibers - OK!

Composition: 100% Tencel - NOT OK!
Composition: 100% TENCEL™ Lyocell - OK!

>> Rule number 3:
Use the brand. When you write a description text related to a specific product of ours, we advise you to always follow the branding guidelines provided above, and to always mention meetMILK® as the brand label of the fabric.
Lenzing AG does actively and regularly check the use of their branding, and they are fully entitled to take legal action against violations and prohibited use of their trademarks, which is why we strongly advise you to make it clear that you are selling meetMILK® products since Lenzing AG then will know that the products are licensed.
If you are writing a blog post, an article or other text that is NOT related to a specific product of ours, you hold the entire responsibility to use the correct naming and branding attributes according to the trademark regulations from Lenzing AG.

Please take note that the limitations towards use of the TENCEL™ trademark also apply to the product menu in your shop.
This means that you can’t have a menu item named ‘Tencel’ or ‘meetMILK Tencel’. You can call it ‘Lyocell’ since this is the generic fiber name, or you can call it ‘Fabric made with TENCEL™ fibers’.
Shortening it to TENCEL™ fibers is better than ‘Tencel’, but if Lenzing stops by, we can’t guarantee they would agree that it’s OK.

We advise you to always use the mind the MAKER® brand name in reference to our products, when you sell them in your shop.
This will show your customers that the products you sell comes from a trusted and responsible brand.
You are welcome to share a link to our website so your customers can read more about us.

If you wish to be represented on our list of retailers we require that you list our brand in a menu, on the homepage or another visible place to make it clear for your customers where to find our products in your shop.

Since mind the MAKER® is a registered trademark we use the ® with our name to show that it’s a protected trademark that can only be used with reference to our products. We advice you to do the same.

We strongly advice you to use the product photos we provide to assure recognizability for your customers.
Get access to our library of product photos here >

We advise you to always use the meetMILK® brand name in reference to our products, when you sell them in your shop.
This will show your customers that the products you sell come from a trusted manufacturer.
You are welcome to share a link to our website so your customers can read more about us.

If you wish to be represented on our list of retailers we require that you list our brand in a menu, on the homepage or another visible place to make it clear for customers where to find our products in your shop.

Since meetMILK® is a registered trademark we use the ® with our name to show that it’s a protected trademark that can only be used with reference to our products. We advise you to do the same.
You can also use our brand name in conjunction with the product names to highlight where the fabric is from.

meetMILK® Smooth Drape Twill - OK!

We strongly advise you to use the product photos we provide to assure recognizability for your customers.
Get access to our library of product photos here >