WHY ARE BRANDS UNABLE TO SCALE MATERIAL INNOVATION? (2025)
Materials are an integral facet of a garment, shaping the design, functionality and feel. Its role evolves into supporting the brand’s narrative and creating appeal to consumers.
Globally, the material landscape is transforming rapidly, with climate change intensifying resource scarcity, geopolitical dynamics disrupting supply chains, and evolving business models demanding greater sustainability, waste valorisation, and transparency. Materials remain a critical opportunity to tap, with innovation, at the forefront of brands' priorities, pushing the boundaries of next-gen material adoption. These innovative fibres and materials enhanced with functionality, sustainability and performance require further optimisation for widespread adoption. Embracing the adoption has become a business imperative, driven by tightening regulations, shifting consumer demands, and rapid technological advances. However, brands are unequipped to materialise transition and remain trapped between innovation hype and procurement reality.
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Field: Material Innovation + Systems Design + Research
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