Textile Insight

TEXTILE TALK | EMILY WALZER ar be it from me to suggest that innovation is lagging in the textile space, as there is a lot of good thinking going on within the industry currently. Flip through the pages of this issue and you'll agree; innovation is alive and well. There's OrthoLite's new Cirql midsole on page 10. And there's an impressive lineup of new sustainable dyeing advances previewed in our Technology story on page 16. On page 32 our Education story highlights MIT research on robotic functionality that enhances breathability in garments for athletes, blowing the roof off the category of "what's new." And that's just the tip of today's innovative textile offering. And yet… hmmm… Truth be told, right now, the bigger trend is not so much about what's new, but rather how we talk about performance in a new way. I know this first hand. You need to understand that occasionally I will pitch a story to a dozen or more suppliers and the idea falls flat, and responses are half-hearted. The reaction to my query regarding this month's feature, is a whole other story. Responses came fast and furious — with phone calls no less, and hour-long chats. You can read about how the textile community is re-thinking how to message performance to a more-diverse, lifestyle-oriented contemporary audience starting on page 18. Consumers want to share in the conversation. In this edition of our Trend Insight survey, we asked participants, "What brand messaging resonates with you the most?" and the answers were terrific. Here are two responses I especially like: Bullet lists of features and functions - keep it short and concise and provide resources to learn more (links, QR codes, etc.). Imagery. I am a visual learner. I don't want to read about it, show me. Other talking points resonating in the functional fabrics sphere right now revolve around sourcing; The role suppliers play in today's supply chain is shifting. Here, too, dialog is more important as the lines of communication between links in the supply chain continue to blur. We explore the factors driving this trend in our story on page 28. Headwinds and challenges abound in 2022. Disruptions and delays are rampant and the current situation in Ukraine is a global concern. It's a tribute to the performance textile community that despite challenges, a desire to be innovative remains steady and true. l 6 • Textile Insight ~ March/April 2022 textileinsight.com proud partner of Supply issues, geopolitics, and other disruptors are affecting the textile industry. But Concept III understands it all, navigating challenges for nearly 40 years. That's why you can look to us to guide you confidently through the "new normal." Our Textile Expertise. Your Brand's Success. Walking the Talk Despite Challenging Times Truth be told, right now, the bigger trend is not so much about what's new, but rather how we talk about performance in a new way.

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