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Portugal will once again be present at ISPO Munich, from 3 to 5 December, divided between the From Portugal – Sustainable Textile & Apparel Islands, organised by ATP – Textile and Clothing Association of Portugal, and individual stands. In an interview with T Jornal, Tania Mutert Barros, the fair’s representative, talks about the evolution of Portuguese textiles, what she considers to be the future of the sector and the highlights of this edition.
The interconnection between sport and fashion will be evident at the next ISPO, given the new partnership with the Copenhagen International Fashion Fair. What opportunities can there be for Portuguese T&CI?
The athleisure trend has been widely spoken of and is here to stay. The expression, which combines athletics and leisure, reflects a style that combines comfort and fashion, something that would have been unthinkable a few years ago and which has greatly influenced ISPO Munich.
In recent editions of the fair, streetwear, urban wear, denim and footwear brands have joined as new exhibitors, as consumers are looking for more functional, sustainable fashion that values design at the same time.
The partnership with CIFF – Copenhagen International Fashion Fair is representative of this fusion between sport and fashion and could really bring excellent business opportunities for the Portuguese textile industry. This partnership will bring Scandinavian brands to ISPO Munich 2024 in December. It’s a market that many Portuguese companies already know well and the national industry is very well positioned as a supplier for these new brands.
During their visits to ISPO Munich 2024, I invite manufacturers to pay special attention to the ‘Zeitgeist by ISPO’ area, located in Hall B1, which will feature brands that traditionally come from the fashion sector.
The From Portugal Islands remain, how important is it to continue to convey a collective image? How do you describe the evolution of Portuguese participation and what is the way forward?
I remember well the moment last year at Modtissimo when we celebrated 15 years of success for Portugal at ISPO Munich! Portuguese participation began very modestly, with just 4 exhibiting companies in 2008. In the following editions, the number of exhibitors increased exponentially and very quickly. The strong participation of Portuguese T&CI at ISPO Munich is due to the joint efforts of Associação Selectiva Moda and Citeve, who organized the From Portugal collective islands between 2008 and 2023.
When Portuguese companies started to invest in the sports sector, Portugal didn’t have much visibility at the fair, but nowadays the Portuguese presence doesn’t go unnoticed and this is especially due to the good size of the ‘FROM PORTUGAL’ islands, which this year occupy a total of 330m2. A collective presence not only gives companies greater visibility, but also strengthens their credibility and makes it easier to organize participation.
This year, as usual, we once again have two From Portugal islands and several individual exhibitors, mainly from the materials, accessories, fashion and sports footwear sectors. I would like to thank ATP – Associação Têxtil e Vestuário de Portugal for not letting the project of collective stands at ISPO Munich 2024 die after Selectiva Moda closed down. The continued Portuguese presence at ISPO Munich has strengthened our negotiating power with the organization in Munich to obtain locations with good visibility.
A successful future on the road to internationalisation for a company necessarily involves attending international trade fairs – but of course I’m suspicious (laughs). I’m convinced that a trade fair is the only way to establish business contacts with hundreds of clients from all over the world in just a few days. You have to find the right platform – as is the case with ISPO Munich for the sports industry, which has visitors from over 110 countries!
The ISPO organisation is stressing the idea that ‘without sustainable solutions, the sports industry has no future’. Are Portuguese companies making this investment in sustainability?
Sustainable solutions are not new to Portuguese companies, which have long been committed to recycled materials, environmental certifications and resource-saving production processes. For some years now, the industry has been investing in production technologies that reduce water and energy consumption and the use of chemical products. With the pandemic, this commitment has been even more emphasised and evident in the significant increase in demand for Portuguese sustainable products at ISPO Munich 2022! I’m sure that, in the mid-term, the Portuguese textile industry’s commitment to ecological solutions will be a winning one.
At ISPO Munich 2024, Portugal will have its own sustainability showcase: Citeve will be taking the ‘iTechStyle Green Circle’ to Munich for the fourth time. It’s a 40m2 space that showcases the excellence of Portuguese textile products in terms of sustainability and the circular economy. The showcase has stood out for its eye-catching design, which helps position Portugal as a favoured destination for sports brands looking for a sustainable supply chain. The iTechStyle Green Circle is located in Hall A3 at ISPO Munich, right next to the ‘From Portugal – Sustainable Textile & Apparel’ island, organized by ATP.
Does sport live for social responsibility too?
Yes, sport has undoubtedly moved towards social responsibility, promoting inclusion and equality. Many sports organisations are using their platforms to support social causes, which is a significant step forward.
Over the years, ISPO Munich has endeavoured to make its exhibitors and visitors aware of their social responsibilities. For example, the ISPO Award competition emphasises ethics in the production of sporting goods. Exhibitors are encouraged to guarantee fair working conditions in their production chains.
Another example is the ISPO Cup, which was created 53 years ago, but since 2022 has been honouring not only innovations in sport but also initiatives that have a positive impact on society.
How has the fair evolved in line with market trends and fluctuations? What new spaces and dynamics are you highlighting?
ISPO is known for being ahead of its time, for anticipating, following and even influencing new trends. In 2024, the focus is on the link between sport and health. We have noticed, especially since the pandemic, a global movement in search of a healthy lifestyle, physically, mentally and socially. This year, two new events take centre stage: the German Trainers Summit and therapie München, both dedicated to sports science, nutrition and rehabilitation.
I would like to point out that all these spaces can be visited with a single ticket, which gives you access to all 11 of the fair’s halls.
You’ve highlighted on your website that ‘sportswear is the most consistent trend of the last 100 years’. Does this mean that companies in this segment should step up their commitment to the fair and to innovation?
It’s no coincidence that ISPO Munich was founded in 1970 and that we’ll be celebrating the fair’s 54th anniversary this year! Sportswear is undoubtedly one of the most consistent trends over the last century. We remember the boom in sporting activities in the early 1920s, such as tennis and swimming, after the Second World War. In the 1960s came the jogging trend and then fitness in the 1980s, always requiring more functional and lighter clothes. Sportswear is now accepted outside the gym – the pandemic has given a huge boost to this trend as I mentioned earlier, ‘athleisure’.
Portugal has been at the forefront of technology in terms of the evolution of materials, such as breathable and quick-drying fabrics, which has helped the great success of sportswear. Smart devices, such as watches and physical activity monitors, continue to evolve and CITEVE (Technological Centre) in Portugal is a major driver of the link between clothing and this type of technology.
ISPO Munich shows how sport, innovation and health are closely linked and this vision is reflected in new opportunities for the sports industry. I can’t see any other fair following this evolution and showing how cooperation between these areas is crucial for the future. Sportswear has undoubtedly evolved consistently, is part of everyday life and defines the future!