Environment


need to begin phasing out these statements. Nova continued: “Time is running out for those businesses that put profit ahead of the planet, hide behind their supply chains, or make false claims about their environmental credentials.” The print and signage sector has already faced tough questions about PVC usage, recyclability, and waste. Now, with regulatory pressure increasing and customer expectations shifting, those questions can no longer be pushed into the background. Clear, verifiable data is becoming essential.


WHAT COMPANIES NEED TO PRIORITISE The actions required to prepare for EPR mirror what many print buyers already expect. Nova explains businesses should be: scrutinising supply chains to understand material origins and impacts, evaluate sourcing practices with environmental responsibility in mind; ensure accurate, reliable disposal data for all textile-based products, and design materials with end-of-life in mind, prioritising recyclability.


One of the most practical tools for building this foundation is an independently conducted Life Cycle Analysis (LCA). Kavalan, for example, works with testing and certification body SGS to assess the impact of its PVC-free materials. These LCAs give customers credible data to support sustainability reporting, but just as importantly, they help companies adopt a full ‘cradle-to-grave’ understanding of their products.


INDUSTRY RESPONSE At Innotech, similar changes are already underway. Kieran Dallow, head of customer experience and


marketing, noted how the company has already been preparing for this shift before the new rules were confirmed. He said: “The EU’s upcoming changes,


particularly the EPR scheme and the Ecodesign for Sustainable Products Regulation, are all about making textiles more durable, repairable, and recyclable.


“While these rules mainly target clothing and household textiles, we can definitely see them influencing the printable display textile space too, especially for anyone selling into EU markets. “We’re already moving in the same direction.


Awareness among customers is definitely growing. “Printers are asking more questions about recycled materials and circularity, not just from an environmental point of view but because their own clients are starting to demand it. “The challenge right now is that recycling


infrastructure for display textiles isn’t fully developed yet, but we see that changing over the next few years as these regulations filter through.” Innotech has been increasing recycled content


in its Vertex material range, experimenting with mono-polyester fabrics to improve recyclability, and strengthening transparency through enhanced product data.


Their ISO 14001 certification helps ensure sustainability goals are grounded in measurable


It’s only a matter of time until signage textiles are included


action rather than headline claims. Kieran continued: “For us, the focus is on helping customers choose fabrics that perform well in print but are also ready for a more circular future.”


OPTIONAL TO ESSENTIAL SUSTAINABILITY The message from across the industry is consistent; sustainability can no longer sit at the edge of business strategy. Whether or not a particular product falls directly within the first wave of EPR schemes, the expectations placed on producers are rising. Regulators want accountability, customers want evidence, and competitors are increasingly investing in circularity as a way to differentiate themselves.


The shift also presents a real opportunity. Companies that get ahead of the curve can strengthen their reputations and reduce long- term operational risks. Aimee summed up clearly by saying those who


act early can ‘shape the market and reap the benefits’.


With the revised WFD now law, the countdown to June 17 2027 is officially underway. Between now and then, Member States will finalise their national EPR schemes, and the industry will gain more clarity on how industrial and display textiles fit into the picture. But companies should not wait for complete certainty before acting. For a sector built on visual impact and material innovation, the transition offers a chance to lead rather than follow. By embracing these changes early, print and signage businesses can help shape a more sustainable future; one where performance and responsibility go hand in hand.


Kieran Dallow, head of customer experience and marketing at Innotech


Nova Abbott, head of marketing at Kavalan


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