Background The EU Eco-label scheme was launched in 1992 to encourage the production and consumption of greener products and services at a European level. The Flower is the symbol of the Eco-label and it is used across different product groups and Member States to facilitate the recognition of environmentally-friendly products. However, purchasers are often bewildered by and skeptical of the many environmental claims made by manufacturers and retailers for their products. As for industry managers, they are hesitant of adopting voluntary environmental schemes for two main reasons: either they do not recognise the market benefits and assume the costs will not be compensated or they believe that major modifications will be required in the production lines which will drastically affect the operation of the enterprise. In Greece, only two Hellenic textile companies have been awarded Eco-labels. Forty nine Eco-labels have been awarded to textile companies across the EU as a whole. The low number in Greece is due to a lack of information and technical assistance to evaluate the benefits of implementing environmental schemes. Objectives The overall objective of the ECO-TEXTILE project was the introduction, promotion and implementation of the EU's Integrated Product Policy, (especially sustainable production and consumption) in the Hellenic fashion industry. It was to involve key market actors and potential end-users (consumers, retailers, traders). The Green Product concept and Eco-label scheme were to be promoted widely in the Hellenic textile industry, via the establishment of the necessary partnerships, marketing network, and technical infrastructure. Eco-label projects were to be demonstrated at five selected enterprises. An Eco-label best practice guide and methodology for the evaluation of Eco-label potential were to be compiled. Results The Eco-Label project was successful in spreading the Eco-label concept to all key market actors in Greece and promoting the Eco-label scheme in the Hellenic textile industry. At the beginning of the project, the knowledge and views of selected target groups were assessed. To stimulate interest and raise awareness about the Eco-label scheme, the project team established an Associated Bodies' Committee, (approx. 300 members), and a Marketing group network. The Marketing group network was made up of 70 members (original expectation was 50). It aimed to promote awareness of the Eco-label in the Greek textile industries and is expected to continue promotional actions after the project ended. A public awareness raising campaign was organised and its results were assessed by means of a questionnaire. The geographic distribution and specific features of the Greek textile industry were documented. Training seminars for the Greek textile industries were organised in Athens and Thessaloniki. After a careful selection process, 4 companies (instead of the original target of 5) were selected for the demonstration Eco-label projects of selected products. The companies were: Athinaia - M. Karamichalis (cotton - elastan - nylon underwear), Vassaras Charis Antonis AVEE (cotton knitted T-shirts), ELETEN SA (children's cotton pyjamas and wear) and EKKOKISTIRIA THESSALIAS (organic cotton threads). Audits were performed at these companies and Eco-label applications for the registration of their products under the Eco-label scheme were prepared. Three of these files were submitted for registration by the project team, while the fourth one was submitted by the company itself (EKKOKISTIRIA THESSALIAS). Several useful information products were produced, such as an Eco-label best practice guide for the textile industries and an Eco-label potential assessment tool (handbook). An Eco-consultancy office was established in order to provide technical support to interested enterprises and to continue with the dissemination of the project results after the project's end. Many dissemination activities were organised throughout the project (leaflets, articles, website, conference presentations, final conference, brochures, posters, T-shirts with the Eco-label sign) and contributed to the promotion of the Eco-label among the Greek textile companies. The promotion of the Eco-label may also help to give a competitive advantage to the Greek textile industry, which is currently under strong pressure from cheaper garments produced in China, and cheaper raw materials (mainly cotton) provided by Turkey, Egypt and other countries. Many smaller firms are closing down and unemployment is increasingly becoming a serious problem in the regions where textiles were a major employer (Farsala, Larissa). Thus the socioeconomic potential of keeping employment in this sector through the application of quality environmentally-friendly products is very significant.