Textile Insight

A s the textile industry pushes toward circularity and away from the conventional linear system, consumers are becoming the newest link in a modern supply chain. That's because in order for textiles to go around and around responsibly in a closed loop system, consumer participation is critical. Yet how can individuals under- stand the key role they play in advancing sustainability without the textile community bringing them into the fold? Progress depends not only on the ability of the supply network to raise the level of awareness regarding environmental efforts, suppliers must also be open to creating a deeper relationship with consumers. Trends support extending outreach. Studies show that consumers increasingly expect transparency around where products come from and how they are made. This is particularly the case with today's younger generation keen on knowing more about corporate actions on climate change issues and social responsibility, say forecasters. Similarly, industry trends advocate collaboration inside and outside the traditional supply chain, suggesting that breaking down traditional textiles silos will fuel a better flow of ideas to and from consumers to the benefit of all. Conversations with several leading textile players reveal that new and improved programs directed at consumer engagement are in the works. In every case, whether that is accelerating digital efforts to attract consumer interaction, or take back programs to advance recycling efforts, or elevat- ing connectivity between user and maker for enhanced communication, the results are proving positive. "When we can make this feeling of responsibility for each of us within the industry — not a duty, but a feeling — change will come sooner. This includes consumers!," asserted Hamit Yenici, CEO and co-founder Hich Solutions, during a discussion on circularity earlier this year. Consumer Connectivity We've been talking about smart garments for more than twenty years with limited traction outside of niche audiences, leaving the textile com- munity wondering when and/or if the time would come that e-textiles grab the attention of everyday consumers and take off in the marketplace. With the growing buzz around circularity, and the ubiquitous smartphone, that time is now. What if for instance, consumers were able to simply tap their iPhone to the zipper on a jacket they purchased for weekend hiking and begin a 2-way conversation with the apparel brand? The brand could relay a reminder that after four months of wear, the user needs to refresh the DWR, for example, or the consumer could inquire about where to recycle the garment. T h i s d i r e c t back-and-forth connection with the brand opens the door for con- sumers to step into the textile supply chain like never before and become active in the emerging circular economy. Industry is working to make this a reality. At an ISPO panel discussion hosted by YKK joined by Houdini and software start-up Eon earlier this year, execs spoke enthusiastically about how con- nected garments can help enable a circular economy. YKK highlighted its TouchLink technology, and Houdini explained the Houdini Universe, its circular eco system and how they are implementing Eon's connected products platform, with CircularID Protocol, and YKK's TouchLink technology, to steward a circular lifecycle for products. TouchLink is the access point; Its purpose is similar to a QR code but enhanced, with information essentially loaded into the garment. YKK's interactive zipper triggers a URL to enable a discussion between brand and consumer. EON's mission is to create a unique ID that can be tracked from conception through the supply network and on to the recycler. Traceability features are not new to textiles, however, what's being developed now is more consumer-oriented and ongoing between user and brand creating an elevated customer experience and ultimately an effective means to advancing circularity. SUPPLY CHAIN • SUSTAINABILITY BRINGING CONSUMERS INTO THE LOOP 18 • Textile Insight ~ March/April 2021 textileinsight.com "Polartec is a rare ingredient brand with authentic consumer relationships that in some cases, go back decades. Connecting and engaging with them has always been a priority, and will play an even bigger role going forward." Steve Layton, Polartec

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