Fruit leathers, agri-tech, AI, blockchain – hardly a week goes by without these buzzwords appearing in the headlines. In recent years, a wave of textile innovators – all trying to disrupt the way the industry has been working for decades – has emerged.
Most of these experimental productions are not yet at a scale where consumers can access them. But critics argue that this does not stop brands using them to bolster their sustainability credentials, regardless of the likelihood of them ever being developed to scale.
Recently, industry leaders have picked up on this trend, coining the term ‘pilot-washing’ to address the issue of companies running seemingly attractive pilot projects without any clear intention to scale.