e were headed to the end of the 2019 edition of the iTechStyle Summit, and I was enjoying that last insights into the trends that join fashion and technology, weaved by Robin Caudwell from the Fédération de la Haute Couture et de la Mode, when a question from the audience, together with an outlandish response, brought me to think about the Portuguese textile sector. When questioned about why had the project Levi’s Commuter X Jacquard By Google, a smart jacket with multiple functions, not succeeded astoundingly as many expected, his answer was basically that Google engineers aren’t designers. They’re very good, everything worked, but simply put, they weren’t able to make the jacket sexy enough.

As an engineer, I felt taunted. These connections between the worlds of technology and textile are not always peaceful. Some blood must flow, as usual, but in the case of wearables I had always thought the joint efforts of two giants from each world would make a spark. However, it didn’t… And the ones blamed were the hardware and software guys. Allow me to apologize for the class since there is one thing I know: the Google guys learn fast. They will come back strong, and they will succeed, you can be sure of that.

I ask myself, therefore, if the Portuguese textile sector will be agile and visionary enough to market itself to the world in a sexier way. I recognize plenty of qualities pointed by many in the specialty forums. Still, it’s missing that je ne sais quoi. Well, by joining transparency, innovation and storytelling, that absolutely irresistible touch comes to life.

Transparency

Consumers, especially Millennials, have become more concerned about health and well-being. They demand more information and responsibility from the brands. Governments have answered with tighter regulations, forcing the disclosure of more information about products and suppliers. Managing the transparency of the supply chain becomes, therefore, fundamental.

Innovation

There is an old saying that goes “Don’t be afraid to take a big step if one is indicated. You can’t cross a chasm in two small jumps”. Well, I see several respectable organizations, with vast experience, hesitate on this matter, taking little steps, somewhat dispersed and erratic. I’m tempted to say that these hesitations will come at a high price.

Storytelling

It’s known that people nourish a special care for what or whom they believe or defend. We acknowledge, in some Portuguese companies, the genuine interest respecting the resources. Others, however, still approach Sustainability and Circular Economy in a superficial and shallow way.

At Kortex, we believe that technology will have a primordial role in the reputation of a sector that shouldn’t be afraid of being on the catwalk. Transparency, innovation and communication are key elements of a masterpiece we’ve been painstakingly warping, and that deserves to be appreciated and touched by the world.