PPWR 2026: What textile & footwear brands need to know – and what to do now
Key takeaways
/ PPWR applies directly across the EU and affects all textile and footwear brands placing products on the EU market that have any item used to contain, protect, handle, deliver, or display products to another economic operator or end user.
/ The first major compliance milestone is 12 August 2026, with packaging identification requirements.
/ New labelling, EPR, and reusability obligations follow progressively until 2040 and beyond.
/ Brands should act now to meet the 2026 requirements and future-proof their packaging products.
The EU Packaging and Packaging Waste Regulation (PPWR) is a structural change for textile and footwear brands in how packaging is designed, labeled, used, and tracked across the European market.
What is PPWR?
The Packaging and Packaging Waste Regulation (PPWR) entered into force on 11 February 2025. Its general application date is 18 months later, meaning obligations will take effect from August 2026, with additional requirements introduced progressively up to 2040.
Unlike previous directives, PPWR is a regulation, which means it applies directly across all EU Member States without national transposition. The objective is to harmonise packaging rules across the EU while significantly reducing packaging waste.
The regulation aims to:
/ Make all packaging on the EU market recyclable in an economically viable way by 2030
/ Increase the use of recycled plastics in packaging
/ Reduce single-use plastics
/ Reduce the use of virgin materials and put the packaging sector on track towards climate neutrality by 2050
/ Support the transition to a circular, sustainable, and competitive economy
/ Increase the traceability through detailed reporting of all packaging entering the EU
What products and brands are affected?
Any brand that places packaged products on the EU market is affected, regardless of where it is headquartered. For textile and footwear brands, PPWR will encompass the following products:
/ Polybags and protective bags
/ Shoe boxes and apparel boxes
/ Hangtags and packaging components
/ E-commerce packaging
/ Transport and secondary packaging
/ Hangers
PPWR Timeline
PPWR requirements will not apply all at once. Instead, new obligations will be introduced year by year, gradually increasing the level of information, labelling and traceability required.
The timeline currently stretches to 2040, and several implementing acts and delegated acts are still expected from the European Commission. This means that some details – including data granularity and tracking requirements – are not yet fully clarified.
As a result, brands will need to make their own commercial decisions on how proactively to prepare and how future-proof their packaging solutions should be.
Focus on 2026
While PPWR will evolve over time, 2026 is a critical milestone for textile and footwear brands. By 12 August 2026, brands must ensure that each packaging unit is identifiable.
This includes:
/ A type, batch, serial number, or other identifying element on the packaging
/ If this is not possible due to size or nature, the information must be provided in a document accompanying the product
In addition, packaging must include producer identification details, either printed directly or made available via a data carrier such as a QR code:
/ Brand’s name
/ Registered trade name or trademark
/ Postal address (single contact point)
/ Electronic contact details, where available
Without specific details, from February 2027, packaging must indicate that it is covered by an Extended Producer Responsibility (EPR) scheme and from August 2028, packaging must include a sorting label that clearly communicates material type, recyclability, compostability (where applicable) and a clear message not to dispose of packaging in nature. Trimco Group’s compliance team is keeping an eye on the latest updates for more news on the upcoming requirements.
Is PPWR Fully Clarified?
No. While the regulation is in force, important details are still pending, including:
/ Level of data detail required
/ Technical specifications for labelling and tracking
/ Exact implementation timelines for certain requirements
Further guidance and secondary legislation from the European Commission are expected. Until then, brands must balance compliance readiness with flexibility.
Get in touch to know more about our support with the PPWR implementation and what we can do for you as your trusted partner for packaging solutions.