In recent years, the textile industry has made significant strides in developing more environmentally friendly alternatives to traditional durable water repellent (DWR) treatments. One of the most promising innovations is PFAS-Free (c-0) DWR technology, which provides water repellency without the use of harmful per- and polyfluoroalkyl substances (PFAS). However, while these technologies offers clear environmental benefits, they also faces several challenges in delivering optimal performance.

This article is not a call to return to old DWR technologies that are harmful to humans and the environment, but to show the flaws of the textile chemical industry and the need to pivot in the current direction of development.

Durability Concerns
One of the primary struggles with PFAS-free DWR treatments is durability. Compared to their fluorocarbon-based counterparts, PFAS-free DWRs do not penetrate, bind, and spread out deep within the fiber. When testing for performance, Traditional DWRs would excel with long-lasting test results achieving 100 in water and oil repellency. But current PFAS-Free DWRs struggle to achieve a 90/100 for initial performance (no washes) and degrades rapidly from there. This is a serious problem as these technologies are expensive but have sub-par initial performance and then lose their effectiveness with a few washes and through normal wear and tear. This reduced durability can be a significant drawback for consumers that require long-lasting water repellency not water resistance.

Water Repellency Application Rate Issues
PFAS-Free DWR treatments to achieve ‘acceptable’ results typically require such high application rates that they push the limit of what fabric can handle. Some of these effects are: caking (solid lumps or agglomerates in a chemical solution or dispersion) along with fabric rigidity and a rough handle.

Performance Concerns and Tradeoffs
While they can handle light rain and moisture, they often struggle to repel water effectively during heavy rain or prolonged exposure to moisture. This limitation can affect the performance of outdoor gear and apparel in challenging weather conditions. Achieving a balance between water repellency, breathability, and fabric feel is particularly challenging with PFAS-free DWR treatments. Optimal performance in one area might result in compromises in another, making it difficult to deliver a product that meets all consumer needs effectively.

Fluorocarbon-based DWR treatments are known for their excellent resistance to oils and stains, providing comprehensive protection for fabrics. In contrast, PFAS-free DWR treatments typically perform poorly in this regard. This can be a significant disadvantage for consumers who need their textiles to resist not just water but also oils and other stains. These are especially big issues for workwear.

While PFAS-free DWRs are more environmentally friendly, they are still subject to ongoing scrutiny and regulation…

Environmental Condition Performance
The performance of PFAS-Free DWR can be less consistent in extreme environmental conditions, such as very cold or hot weather. This variability can limit the applicability of PFAS-free DWR-treated fabrics in certain environments or for specific outdoor activities, where reliable performance is crucial.

Chemical Stability
Non-fluorinated DWRs can lack chemical stability. This leads to inconsistent performance per chemical batch that then affects everything from chemical reliability to consumer trust.

Compatibility with Different Fabrics
Not all fabrics bonds well to PFAS-free DWR treatments. Some materials might not achieve the desired level of repellency or could experience changes in texture or appearance. Ensuring compatibility with a wide range of textiles is an ongoing challenge for manufacturers.

Environmental Regulations and Market Acceptance
While PFAS-free DWRs are more environmentally friendly, they are still subject to ongoing scrutiny and regulation, which can impact their market acceptance and use. Ensuring compliance with environmental regulations while meeting consumer expectations is a delicate balance that manufacturers must navigate.

Addressing these challenges requires continuous innovation and improvement in alternative water and oil repellency technologies. By continuing to pursue new solutions to enhance the durability, water repellency, oil and stain resistance, and overall performance, the textile industry can return to the expected standard. This effort is crucial to creating sustainable, high-performance textiles that meet the demands of both consumers and the environment.

Related Articles

Related

When the supply chain provides innovative concepts, there’s a stronger alignment with the brand’s identity and core values.

The Pros of Supply Chain-Driven Innovation

Enhanced Intimacy and Thoroughness
One of the standout advantages of this shift is the deepened relationship between brands and their supply chains. Suppliers, who are intimately involved with the production process, develop a thorough understanding of the products. This close contact ensures that innovation is not just a theoretical exercise but is grounded in practical, real-world application. It fosters a collaborative environment where ideas can be tested and refined continuously.

Leveraging Specialized Expertise
Supply chain partners often have specialized knowledge and skills that brands can tap into. By leveraging this expertise, brands can achieve higher levels of innovation. Suppliers are at the forefront of material science and textile engineering, constantly exploring new possibilities. This access to cutting-edge developments can help brands stay ahead of the competition.

Sustainability and Efficiency
As sustainability becomes a critical concern, supply chain-driven innovation can lead to more eco-friendly practices. Suppliers often have a better grasp of sustainable materials and processes. They can introduce brands to innovative materials that reduce environmental impact without compromising quality. Moreover, this approach can streamline operations and cut costs by optimizing the use of resources.

Alignment with Brand Values
When the supply chain provides innovative concepts, there’s a stronger alignment with the brand’s identity and core values. Suppliers can tailor their innovations to fit the brand’s strategy, ensuring that new products are not only innovative but also resonate with the brand’s philosophy and customer expectations.

The Cons of Supply Chain-Driven Innovation

Dependency Risks
Relying heavily on suppliers for innovation can create dependency risks. Brands might find themselves vulnerable if a key supplier fails to deliver or if there are disruptions in the supply chain. This risk necessitates strong partnerships and contingency planning.

Potential for Misalignment
Despite the potential for alignment, there is also the risk of misalignment. If the supplier’s vision does not fully coincide with the brand’s, it can lead to products that do not fit well with the brand’s market positioning or customer expectations. Clear communication and well-defined goals are essential to mitigate this risk.

Intellectual Property Concerns
Sharing innovation responsibilities with suppliers can raise concerns about intellectual property (IP). Brands need to ensure that their IP is protected and that there are clear agreements regarding ownership of new innovations.

Our team of experts provide on-the-ground support, working closely with the entire textile value chain to provide holistic innovative concepts that are viable and align with brand vision.

Bridging the Innovation Gap

At AGS, we understand the nuances and demands of this evolving landscape. Our on-the-ground and consulting services are designed to bridge the gap between brands and their supply chains, ensuring seamless integration of innovation into the production process.

 Our Approach
At AGS, our approach is rooted in fundamental product knowledge and values centered around functional comfort, durable performance, sustainable design, and cost optimization. We offer comprehensive services that include product innovation, technical design, and concept creation, tailored to meet the unique needs of garment manufacturers and brands.

Innovation and Technical Expertise
Our team of experts provide on-the-ground support, working closely with the entire textile value chain to provide holistic innovative concepts that are viable and align with brand vision. By leveraging our deep technical expertise and understanding of the latest trends and technologies, we help brands and suppliers co-create products that stand out to consumers and drive success.

Sustainability and Performance
Sustainability is at the heart of our innovation strategy. We guide our partners in adopting sustainable practices and materials that enhance product performance and reduce environmental impact. This holistic approach ensures that innovation is not just about newness but also about responsibility and efficiency while keeping costs down.

The shift towards supply chain-driven innovation in the textile industry offers numerous advantages, from enhanced intimacy and thoroughness to sustainable and efficient practices. While there are challenges, the benefits of leveraging the specialized expertise of suppliers and aligning innovations with brand values are clear. At AGS, we are committed to helping brands navigate this new paradigm, ensuring that their products are innovative, sustainable, and aligned with their core values. Through our comprehensive services, we make sure that innovation is a shared journey, leading to success for both brands and their supply chains.

Related Articles

Related

The fashion and apparel industry remains at the crossroads of innovation and tradition, grappling with the pressing need for sustainability amid a deeply ingrained fast-fashion, margin cutting culture. Despite increasing awareness and initiatives aimed at creating a more sustainable future, the rate of change and adoption of circular solutions remains disappointingly slow. Data from McKinsey underscores this sluggish pace, revealing a significant gap between aspiration and action.

According to a recent report by McKinsey & Co., while sustainability has climbed up the priority list for many fashion brands, actual progress in implementing sustainable practices has been incremental at best. The report highlights that although 60% of fashion executives communicate sustainability as a key focus, only a small fraction have made substantial changes to their business models to support it. Circular solutions, which include recycling, upcycling, and innovative use of sustainable materials, are being adopted at a pace that lags far behind industry rhetoric.

The data paints a stark picture: only about 12% of clothing material is recycled after consumer use, and less than 1% of used clothing is recycled into new garments. This indicates a severe bottleneck in the adoption of circular practices, reflecting a lack of comprehensive industry-wide follow through in adopting sustainable innovations.

One significant barrier to advancing sustainability in fashion is the communication gap between material companies and consumers. Many companies that supply sustainable materials excel at B2B marketing, where the language and metrics of sustainability differ markedly from consumer-oriented messaging. These companies excel at conveying their innovations to brands and manufacturers but often struggle to translate these advancements into compelling narratives for the end consumer… and expecting brands to spend money on figuring it out is a tall task.

This miscommunication results in consumers remaining largely uninformed about the true impact of sustainable materials and practices. For instance, while a fabric manufacturer might tout the reduced carbon footprint of their latest innovation to a fashion brand, the brand may not effectively convey this benefit to consumers. Consequently, this can cause consumers to not fully comprehend or appreciate the value of the sustainable product, which can further slow the shift in demand necessary to drive large-scale adoption.

Although 60% of fashion executives communicate sustainability as a key focus, only a small fraction have made substantial changes to their business models to support it.

Effective consumer education is crucial for accelerating the transition to sustainable fashion. Brands must bridge the gap by clearly communicating the benefits of sustainable materials and practices in ways that resonate with consumers. This involves more than just marketing—it requires transparency, storytelling, and a commitment to making sustainability an integral part of the brand identity.

Levi’s, for instance, has made significant strides in this area. The company has not only incorporated sustainable practices, such as using Water<Less™ technology to reduce water consumption in denim production, but also actively educates its customers about these initiatives. Levi’s campaigns highlight the environmental benefits of their products, emphasizing the reduced water usage and promoting the concept of buying better and wearing longer. This approach helps consumers understand the impact of their purchases and encourages them to support more sustainable options.

To overcome these challenges, the fashion industry must foster greater collaboration across the value chain. Material suppliers, fashion brands, and retailers need to work together to create consistent and compelling sustainability narratives. Additionally, investment in innovative technologies that facilitate recycling and upcycling can help bridge the gap between current practices and sustainable goals.

Moreover, regulatory frameworks and incentives on the horizon can and will play a vital role in accelerating the adoption of sustainable practices. Governments and industry bodies need to establish standards and provide support for initiatives that promote circularity in fashion.

The journey towards sustainable innovation in fashion is both complex and challenging, which is unlikely to change. But it is a journey that the industry must undertake. While the current pace of change remains slow and scary (especially for young material startups) there is potential for acceleration through industry investment, improved communication, consumer education, and collaborative efforts. By addressing these issues head-on, the fashion and apparel industry can move closer to a future where sustainability is not just an aspiration, but a fundamental aspect of every garment produced.

Related Articles

Related

Athleisure, the fusion of comfort, style, and performance has rapidly grown into a billion-dollar industry, reshaping our approach to fashion. Its ascent is propelled by ever-changing lifestyles, as our increasingly active routines necessitate versatile, comfortable clothing that seamlessly bridges the gap between sportswear and everyday attire. The global wellness and fitness trend has further fueled athleisure’s popularity, with consumers seeking fitness-inspired apparel that is both functional and fashionable.

The influence of social media further accelerated and facilitated its mainstream ascent, while the COVID-19 pandemic also propelled forward the demand for cozy, home-friendly clothing due to remote work and stay-at-home orders.

Materials & Features That Define Athleisure
Athleisure’s foundation is built upon specialized materials and features that ensure both performance and comfort. Stretch fabrics, infused with elastane, allow a wide range of motion, and ensure a ‘perfect fit’ experience for any activity. Currently, athleisure apparel primarily uses recycled polyester, often blended with cotton to add a more luxurious product and making the products distinctly different from traditional athleticwear. But, recycled nylon has started to creep back into the market, thanks in-part to its robust durability and abrasion resistance.

Moisture management finishes are a known key player, effectively whisking sweat away from the body, guaranteeing a dry and comfortable experience, whether you’re at the gym, running errands, or in the office. Odor control is another critical aspect, with non-biocidal odor adsorption finishes gaining momentum since COVID-19. They provide 24/7 odor control so that you can stay fresh for whatever comes next in your day. A soft handle, achieved through hydrophilic softeners ensures tactile comfort that makes that nap after a long day, all the better.

A new wave of materials, such as polyester that contains bio-based material and is biodegradable, are entering the market.

Consumer Priorities in Athleisure
Athleisure consumers have clear and discerning preferences. They demand comfort and versatility in their attire. Athleisure items must excel in both comfort and adaptability, allowing seamless transitions from workout sessions to daily life. The sustainability movement has led an increasing number of eco-conscious consumers to seek athleisure made from environmentally friendly fabrics.

Fashionable designs are also essential, as athleisure wear must be stylish and contemporary, easily transitioning from the gym to the street. Customization has gained ground, with brands offering personalized fit and style options, catering to individual preferences. The drive for inclusivity is evident, as brands expand their size ranges and adopt gender-neutral designs to ensure inclusivity.

A Nielsen survey revealed that a significant portion of global consumers, 56%, prioritize sustainability in their clothing purchases, underscoring the growing importance of eco-conscious fashion. Statista reports that 81% of consumers emphasize the importance of moisture management in their activewear, while 76% desire odor control. Consumers also prioritize qualities like water repellency, with 63% of respondents favoring this attribute, but if it contains PFAS then the article is likely to stay on the rack.

Challenges on the Athleisure Horizon
Despite its exponential growth, the athleisure industry faces its own set of challenges. Market saturation with numerous brands competing for market share has made competition intense. Supply chain disruptions, exposed by COVID-19 lockdowns and trade wars, have raised concerns, impacting production and delivery. Additionally, sustainability concerns have been brought to the forefront, with critics questioning the environmental impact of mass-producing synthetic materials and the fashion industry’s contribution to pollution.

Sustainability Shaping Athleisure
Leading athleisure brands have been proactive in addressing sustainability concerns. They’ve embraced recycled materials, such as recycled polyester, but this is now heavily debated whether it is beneficial or just an excuse to delay change. A new wave of materials, such as polyester that contains bio-based material and are biodegradable have begun to enter the market. Though highly exciting, the majority of these innovations are still in the process of scaling. Cellulosic fabrics, including organic cotton and lyocell, have taken a prominent role in athleisure apparel, emphasizing the adoption of renewable materials being adapted for performance textiles. Circular economy initiatives, focused on product recycling and second-hand sales, are extending the lifespan of athleisure products. Technologies, such as waterless dyeing are being adopted to minimize water consumption in the production process.

Looking Back & Forging Ahead
Athleisure’s growth has been revolutionary, challenging the status quo of what performance looks like and proving that comfort can be included without taking away from performance. Evolving lifestyles, a focus on health and wellness, the influence of social media, and the increasing need for comfortable yet fashionable clothing all play their parts. As the athleisure market continues to evolve, addressing sustainability concerns and meeting consumer demands will not diminish. Athleisure, a fusion of functionality and fashion, with a clear path forward, has the potential to continue redefining the way we dress and experience clothing.

Related Articles

Related

Denim, a steadfast companion in the annals of fashion, carries a timeless allure that transcends eras. From its humble origins as sturdy workwear to its exalted status as a global fashion staple, denim’s journey through history weaves a narrative that mirrors cultural shifts and individual expressions. As a fabric imbued with unparalleled versatility, denim has found its way into the heart of countless wardrobes, symbolizing rebellion, utility, and enduring style.

With roots tracing back to the 17th century, denim’s legacy is interwoven with the tales of miners, cowboys, and counterculture icons. Its ruggedness earned it a reputation for durability, evolving to cater to the changing needs of generations. Beyond its worker-oriented beginnings, denim became a canvas for self-expression, embodying the spirit of rebellion in the mid-20th century and later morphing into a symbol of casual chic.

This study focuses on denim’s enduring appeal as we explore beyond its timeless charm and unravel the current threads that shape its riveting significance with the ever-evolving modern consumer.

The aspiration for subtle luxury in denim is underscored by 61% of denim enthusiasts seeking refinement. This inclination towards understated opulence reflects a desire for elevated comfort in everyday wear. Brands can harness this insight by integrating premium materials and exquisite detailing, culminating in designs that resonate with discerning consumers pursuing a refined denim experience.

Design aesthetics, forever a driving force in product preferences, with 72% of consumers emphasizing the desire for cult classic designs that stand the test of time along with unique, shape-friendly, silhouette provoking yet stylish designs. This reiterates the significance of creativity in denim, encouraging brands to innovate and craft distinctive patterns and cuts that forge a personal connection with consumers, facilitating brand loyalty and differentiation.

The portrait is painted, again and again. The ever-evolving consumer and their preferences further illustrate a landscape where desires for design, comfort, durability, and sustainability converge.

An estimated 56% of denim consumers value odor-control in their denim products. As consumers increasingly seek garments offering both style and practicality, brands can capitalize on this trend by integrating innovative materials and technologies that ensure freshness, catering to modern lifestyles that demand comfort and convenience within fashion.

The relevance of moisture management capabilities in denim, resonates with 45% of consumers. This insight signifies a burgeoning demand for denim products adaptable to diverse conditions, guaranteeing comfort regardless of environmental circumstances. Brands incorporating wicking and drying features address consumers’ preferences for versatile and adaptable fashion.

Consumer aspirations for comfort and soft touch in denim choices, as 82% of surveyed individuals prioritize these characteristics. This revelation resonates with the enduring appeal of comfortable and wearable fabrics. Brands that prioritize softness and comfort can deeply connect with consumers seeking garments that seamlessly fuse style and wearability.

The robust demand for durability, with 71% of consumers valuing this attribute in their denim choices. This insight underlines the enduring nature of the denim fabric itself. Brands focusing on crafting durable denim cater to consumers who value longevity and investment in their wardrobe, fostering a lasting relationship.

Recent research indicates that 64% of consumers actively prefer sustainable materials such as using Circulose®, hemp, regenerative cotton, waste-based fibers, plant-based stretch fibers, and plant-based functional finishes. This statistic underscores the on-going shift towards eco-conscious brands and their products. Brands that prioritize sustainable sourcing and production methods will continue to retain and gain consumer priority. By integrating sustainability, brands can align with evolving consumer values while contributing positively to environmental responsibility.

Sustainable packaging has been a priority for several years and holds sway over 48% of consumers. This emphasis on packaging solutions aligns with the wider trend of sustainable and efficient ecommerce practices. This conversation goes much deeper and we will be spotlighting it soon as it includes consumer direct perception regarding how a brand or retailer manages resources, costs, and prioritizes the customer.

The portrait is painted, again and again. The ever-evolving consumer and their preferences further illustrate a landscape where desires for design, comfort, durability, and sustainability converge. Brands attuned to these shifting dynamics can craft denim offerings that resonate with the essence of contemporary desires, forging authentic connections with consumers that do not merely fade away.

Related Articles

Related

The fashion and apparel industry continues to undergo a transformative shift towards sustainability. Our study explores the latest data to uncover consumer attitudes and expectations towards sustainability in fashion and apparel.

Findings indicate that sustainable materials have gained significant importance among consumers. In 2023, a substantial 76% consider sustainable materials as a crucial factor in their purchasing decisions. Interestingly, 87% believe that fashion brands should prioritize the use of sustainable materials, while 68% of consumers are willing to pay a premium for sustainable textile goods.

Not only are sustainable raw materials an important factor, there is also high value on the durability of textiles. An impressive 79% of consumers emphasize durability as an essential factor when making fashion and apparel purchases. This sentiment is further reinforced by the frustration expressed by 63% of consumers regarding the low durability of fast fashion items. These findings suggest that investing in long-lasting and high-quality garments is becoming increasingly appealing to consumers. When a brand or retailer fails to provide durable goods, the consumer remembers and will avoid those brand goods in the future. This is a significant indicator of concern in relation to long-run growth, profitability, and consumer loyalty.

Functional performance is a critical aspect when it comes to sustainable fashion. 82% of consumers consider factors such as breathability, wicking, drying, odor control, and comfort as important aspects of in the purchasing decision. Furthermore, 69% of consumers express a willingness to purchase sustainable clothing only if it offers the same level of performance as conventional alternatives. These findings emphasize the need for sustainable garments that not only prioritize eco-friendliness but also deliver optimal functionality.

Overcoming existing barriers, such as difficulties in identification and limited availability of sustainable options, will be crucial for brands seeking to meet consumer expectations.

Consumers have high expectations for the fashion and apparel industry. By 2025, an overwhelming 90% of respondents anticipate and expect that fashion brands will achieve full transparency regarding their supply chains and sustainability efforts. Moreover, 83% expect fashion brands to adopt circular economy practices such as recycling and upcycling. The growing popularity of clothing rental and resale services is also anticipated to become widely accessible by 74% of consumers, indicating a shift towards reduced reliance on new purchases.

 These variables and conditions underscore the increasing significance of sustainability in the fashion and apparel industry. Consumer priorities align with the importance of sustainable materials, durability, functional performance, and sustainable packaging. Overcoming existing barriers, such as difficulties in identification and limited availability of sustainable options, will be crucial for brands seeking to meet consumer expectations. By embracing transparency, circularity, and innovative business models, brands and retailers can position themselves as leaders in the pursuit of a more responsible and sustainable industry.

Related Articles

Related

Castor seed oil is highly functional and can provide various performance features, such as wicking, drying, softness, and odor control.

One of the unique aspects of the castor plant is that it is a crop that is highly adaptable, resilient, and can grow in a wide range of conditions, from arid to humid environments. Castor plants also require minimal inputs while having a high yield, making it an ideal crop for regions with limited water resources, marginal lands, and experiencing climate change. Additionally, castor plants require minimal inputs, such as fertilizers and pesticides, making them a sustainable crop that can help reduce the environmental impact of farming.

Castor oil is unique in that it is composed mainly of ricinoleic acid, a fatty acid that is not found in many other vegetable oils. Ricinoleic acid is a viscous, water-soluble substance that has many functional properties. It is used in a variety of industrial applications, including as a lubricant, plasticizer, and surfactant.

In the textile industry, ricinoleic acid has become increasingly popular for its use in functional finishes. These finishes are applied to textiles to enhance their performance, such as improving moisture management, quick drying, odor control, and fabric handle properties. Castor seed oil-based finishes are highly sustainable and biodegradable, making them an eco-friendly solution for the textile industry.
Castor oil is a unique and sustainable solution, its high ricinoleic acid content provides many functional benefits, while its sustainable cultivation and biodegradability make it an eco-friendly choice. As the textile industry continues to focus on sustainability, castor oil-based functional finishes are sure to become an increasingly popular choice for textile manufacturers.

Related Articles

Related