What We Shared at Future Fabrics Expo
As part of the Regenerative Agriculture area, we shared our story on our Materra collection, starting with our visit to the farms in rural India and moving through to the practical details behind cotton grown through regenerative practices, including soil health, biodiversity and farming resilience.
Our Sustainability Lead, Philly, joined a panel discussion on demystifying regenerative agriculture and what works in practice, sharing insights and advice from our own journey with Materra.
It was a thought-provoking discussion around the reality of regeneration: the relationships behind it, the patience it takes and what it means to work with nature rather than around it. From soil health and biodiversity to farming resilience and communities, the conversation underlined the importance of having teams across the business understand the work, not just the people closest to the fibre itself.
The conversation delved into the practicalities of making this work. New material ideas need to be understood by the teams across the business who will help shape them, from how a fabric works for design to sourcing, product development and storytelling. Because innovation only moves forward when it can be understood, tested and brought into the everyday decisions that shape a collection.
It was invaluable to have members from across the business there in support, including buying, design and content. It also gave the team time to explore the innovations at this inspiring exhibition and consider what future materials could become.
The Amana dress was on display as a proud example of how our work came to life, while its Digital Product Passport gave visitors the chance to scan and read more about its traceability journey. From farm-level practices to the finished garment, it helped connect the story of the fibre with the piece in front of them.
