Successful manufacturers are becoming storytellers, developing a social conscience that transcends mere environmental impact. A circular or sustainable textile and fashion item must now prove its credentials across the whole lifecycle: from farming the raw material to design, production, branding, marketing and reuse or recycling to close the loop.

So wholesome change should be enforced by us wearers. Designed to replace animal or fossil-fuel-based textiles, next-gen and biobased innovations are sourced from a range of materials such as mushrooms, cow poo and coffee grounds, leveraging technologies from precision fermentation to tissue engineering. How can we get wearers interested in these exotic aspects of their wardrobes? Introducing them to the most unlikely sources and selling it to them as a win on all fronts. Next-gen materials add a layer of science, experiment and adventurism to garments which needs a story to be told passionately.

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