In South America, ice cream is often sold by mobile ice cream carts that attract attention by ringing bells. Accordingly, there is a saying: Much tinkling of bells but no ice cream. When one thinks of the textile industry, this saying comes to mind: A lot of innovation, but hardly anything becomes a big success. Why do you think that is?

Many years ago, when iPods were the hot thing to have, Zegna produced a cool rain jacket cabled to have the iPod well protected in the pocket while connecting your earplugs to the jacket’s collar. There was even a remote control on the cuff. The jacket was fun but never became a hit.

The textile industry continuously comes up with fascinating ways of making textiles intelligent or functional: integrating lights or thermal regulators, allowing color changes, biomimetics, and many more. Functional fabrics are hyped. But beyond a happy few like Gore-Tex, all these innovations do not make it into the mainstream market. Even given the overwhelming marketing power of Google combined with industry heavyweights like Adidas, Levi’s, Samsonite, or Yves Saint Laurent does not help. None of the clever products launched by Google’s Advanced Technology & Projects group and the mentioned brands some years ago made it seem to be still on the market. And the choices were broad, from the connected shoe sole linked to EA Sports’ Fifa Mobile Game, denim jackets with cuffs that allowed the control of one’s mobile phone, to back bags that were equally connected to a mobile phone enabling touch-based remote control.

I understand that the development of mobile phones and smartwatches made some innovations obsolete. But there are many fascinating and helpful innovations like Schoeller’s textiles that regulate temperatures. But clients don’t seem to be too interested in them. While people appreciate the essential qualities of fibers like Tencel/Lyocell or Merino, more innovative textiles do not create tremendous demand. I wonder why this is so. The higher price cannot be the main factor. Are the functions too specific? Are we happy with what we have?

At Le Picot, we have some garments in our collection that offer technical benefits, like the eco-waterproofing and the four-way stretch of our La Neuville Trousers, or the double-sided fabric in our Flon T-Shirt with Merino inside and Lyocell outside. But we would be interested in working with smart textiles – as long as they fulfill our sustainability criteria in the sourcing, processing, and reuse or regeneration.

What is your idea on innovation in the clothes you wear? Where do you see benefits? What would be of interest to you? We would appreciate your feedback to our info mail address.

-Pius