Made in Italy labelling: what it means under the law

How the EU determines country of origin

Non-preferential origin in the EU is governed by the Union Customs Code. When more than one country is involved in production, goods originate in the country where they underwent their last substantial, economically justified processing that resulted in a new product or an important stage of manufacture. For certain product groups, including clothing, the delegated regulation to the Code sets product-specific rules. For garments, the country of origin is, as a rule, the country where the item was completely made up: cut and sewn. The country where the fabric was woven does not, on its own, determine the origin of the finished garment. The exact rule depends on the HS heading, so check it for a specific item with a customs broker.

Is a Made in Italy label mandatory?

Within the EU, stating the country of origin on clothing is, as a rule, not mandatory. EU Regulation 1007/2011 on textile labelling requires the fibre composition but does not require the country of origin. The principle is simple, though: if a manufacturer chooses to state origin, it must be truthful and must not mislead the consumer. Requirements also depend on where you sell. Several importing countries, the United States for example, generally require country-of-origin marking on imported goods. So before you order labels, check the rules in the country where you will sell and the wording it accepts. If you sell in several countries, follow the strictest requirements.

The risks of a false or misleading origin claim

In Italy, false and misleading origin statements are prohibited by law (Article 4, paragraph 49 of Law No. 350 of 2003, as amended). This covers not only a Made in Italy label on goods made elsewhere, but also signs, flags and wording that lead the buyer to believe the product is Italian. Consequences can include seizure of the goods at customs, penalties and criminal liability, depending on the circumstances. For a buyer the main risk is practical: a shipment can be held at import or export and your brand's reputation suffers. That is why we never put Made in Italy on goods that were not made in Italy, and we advise clients not to ask suppliers to do so.

100% Made in Italy: a stricter claim

Separate rules apply to wording such as "100% Made in Italy", "100% Italia", "tutto italiano" and similar claims. Under Article 16 of Decree-Law No. 135 of 2009 (converted by Law No. 166 of 2009), a product counts as entirely made in Italy only if its design, planning, processing and packaging all took place exclusively on Italian territory. Using these claims outside those conditions is punished more severely than an ordinary false origin statement. For a buyer this means "100%" cannot be added for marketing: the factory must confirm that the whole cycle really happened in Italy. The standard Made in Italy claim, on the other hand, remains allowed for goods whose last substantial processing took place in Italy under customs rules.

What else must be on the label

Besides origin, clothing sold in the EU must show fibre composition in percentages, using the official fibre names of Regulation 1007/2011, in the language of the country of sale. Care symbols are formally voluntary in the EU, but shoppers and retail chains expect them in practice. Since December 2024 the EU General Product Safety Regulation (GPSR) applies: the product or its packaging must carry information identifying the product and contact details of the manufacturer or responsible person. If you sell outside the EU, the destination country sets the rules on language, composition and labelling, and they are sometimes stricter than the EU's. Approve the label artwork before production starts rather than relabelling a finished order.

How to check that goods are really made in Italy

The label alone is not proof. Ask the supplier exactly where the style is sewn, in its own factory or at a subcontractor, and ask for the production address. The best check is a visit to the workshop while your order is being made, in person or over video. Ask where the fabric and trims come from too: this does not change the garment's origin, but it matters for how you present it to customers. Wholesale showrooms in Prato can carry a mixed range, so origin has to be confirmed style by style. We visit factories on site and check labels during quality control, and if a product was not made in Italy, the label must show the real country.

Label check before you order

• Find out where the style is cut and sewn and get the production address
• Do not use "100% Made in Italy" without proof of the full cycle in Italy
• Check origin marking rules in the country where you sell
• Show fibre composition in percentages in the language of the market
• Add manufacturer or responsible person details under the GPSR for the EU
• Approve the label artwork before production starts
• Check the labels during the pre-shipment inspection