ReNuTex

Case 12: ReNuTex

Rethinking Textiles Sustainably

ReNuTex is a Portuguese textile company using recycled fibres and low-impact dyeing technologies. Its Sustainable Transformation Strategy 2030 aims to embed sustainability throughout the organisation, but a marketing campaign claiming that ReNuTex was Europe’s most eco-friendly fashion brand created a conflict between genuine progress and exaggerated communication.

In this case, you will explore:

• how strategic thinking can embed sustainability across departments and everyday decisions;
• how leadership and organisational culture influence sustainability transformation;
• how misalignment between real performance and marketing can result in greenwashing.

ReNuTex demonstrates why sustainability communication must be supported by strategy, measurable results, employee understanding, and transparent acknowledgement of both achievements and limitations.

Main learning theme: Strategic Thinking and Fostering Sustainability in Corporate Culture
Additional learning theme: Greenwashing
Suitable for: Learners interested in organisational change, fashion, strategy, marketing ethics, or sustainability communication