Rui Abreu

How can we make the Portuguese textile sexier?

We 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.