New technologies with the potential to create a more sustainable and ethical fashion industry
The interview is translated from English, here is the English original version.
What new technology do you see most promising for driving sustainable change in the fashion industry?
- Several new technologies are promising for driving sustainable change in the fashion industry, especially when combined with sustainable business practices and consumer education. In my opinion, nanotechnology has the potential to drive real change in the fashion industry and foster a more sustainable future. This type of technology can be used to create high-end materials with unique properties, such as more durable, waterproof fabrics or even self-cleaning textiles. Why is this important? Well, it can reduce the need for harmful chemical treatments and extend the life of garments.
- Then there is the concept of circular design. This approach uses textile technologies that aim to minimize waste and create a closed cycle in which materials are continuously reused and recycled. Companies that are leaders in this field are Renewcell and Infinited Fiber. Another exciting technology that is promising for driving sustainable change in the fashion industry is blockchain technology. It allows greater transparency in the fashion supply chain and allows consumers to trace the origin and production of their clothing and to ensure that clothing is produced ethically and sustainably.
What new technologies will affect the consumer experience of fashion?
- Today's consumers demand more than just a product; they want an experience. The good news is that multiple technologies have the potential to revolutionize the way consumers shop fashion by creating a more personalized, sustainable and engaging experience. Some of these exciting technologies include AR and VR technologies. They can allow consumers to try on clothes and accessories virtually, see how the clothes would look on them, and even customize designs according to their preferences. This technology can improve the shopping experience by allowing customers to see how garments look and fit without having to physically try them on, reducing the need for visits to and returns to the store. For example, Dior used augmented reality (AR) to let consumers try on sunglasses with their smartphones. They did this by using a filter on Instagram, which allowed users to add DiorsLight sunglasses on their faces in the image. AR, VR and similar technologies show they can offer practical benefits to consumers and enable luxury brands to appeal to a new customer base. Another is AI technology. It allows customers to analyze their purchase history, browsing behavior and preferences. Retailers can also use this data to suggest products the customer is more likely to buy, offer personalized styling advice and create a more engaging and effective shopping experience.
What new technologies is the industry exploring to provide unique experiences or increase efficiency?
- Compared to other industries, the fashion industry does not explore or invest enough in new technologies. This is a shame because new technologies have the potential to provide unique experiences for consumers and increase efficiency for brands. The technologies that improve efficiency and sustainability in the industry include robotics and automation, which can help increase the efficiency of manufacturing and supply chain processes, reduce costs, and improve the speed and accuracy of production.
- Another type of technology that is not sufficiently explored in the fashion industry is 5G technology. It promises faster data transfer speeds, improved connectivity and shorter wait times, allowing for a more immersive and engaging consumer experience, such as real-time product customization and virtual testing. Finally, we must mention the Internet of Things, the Internet of Things (IoT) that can allow connected devices to communicate with each other, creating a more seamless and personalized shopping experience. For example, smart mirrors in dressing rooms can suggest matching accessories based on the clothes the customer is trying on. RFID tags can help retailers track inventory in real time.
What benefit can we have from intelligent and smart clothing where the technology is in the clothes? When will intelligent clothing be available in mainstream stores?
- Garments with integrated electronic components, sensors and other technologies are what we call smart clothing. They are typically designed to monitor health and fitness and can provide real-time environmental data. Currently, intelligent clothing is becoming important for a variety of reasons. These include health and fitness, where the clothing monitors the wearer's vital functions, such as heart rate, respiratory rate and temperature, to gauge their health and fitness. The smart clothes can deliver security through sensors that detect environmental hazards, such as gas leaks or radiation, and can then alert the wearer to potential danger. There is a growing market for smart clothing integrated with sensors that enable AR experiences, such as projecting information onto the fabric or responding to touch and movement.
- Personally, I am interested in garments that monitor the environment. Imagine wearing a smart garment with sensors that measure air quality, temperature, humidity and other environmental factors! Smart clothes are already available on the market, but they are not yet widely available in mainstream stores. But high street brand Uniqlo has been selling garments featuring technology for a while now, and their most popular range is Uniqlo's HeatTech. It is also worth noting that a lot of experimentation is taking place. Best known is Levi's and Google's collaboration on an intelligent denim jacket, which featured touch-sensitive controls and Bluetooth connectivity. I am convinced that as technology improves and becomes cheaper, smart clothing will also become more common.
You will visit “Sveriges Innovationsriksdag” in Lund later this month. What are you going to talk about?
- The fashion industry is undergoing a transformation, and it is a paradigm shift full of possibilities. I'm a person who works in fashion innovation and it's an exciting time for the industry. I fully support the metamorphosis that drives innovation in the fashion industry. I feel excited to see designers and brands embrace new technologies and new business models to create a more sustainable and ethical future. I think one of the most exciting opportunities in this paradigm shift is that new technologies will create a more sustainable and ethical fashion industry. That is why I am delighted to have been invited to participate in a panel discussion on climate and green transition. I look forward to discussing the challenges, opportunities and solutions that affect all parts of the fashion and textile value chain with Lisa Lang, Fredrik Timour, Jennie Rosen and Klas Hjort at this year's Swedish Parliament for Innovation which takes place on March 22, 2023, on the main stage at 16:15.