What Comes After Cotton?
For more than a century, cotton has remained the dominant natural fibre in the global textile industry. Today, however, the textile market is changing rapidly – not only because of…
From greenwashing to greenhushing, or why «eco» does not sell
Research by McKinsey, BCG and Nielsen shows a consistent pattern: around 60–70% of consumers say that sustainability matters to them when making choices. However, the share of those who are…
Honest Materials: how the «green» market is actually evolving
Over the past few years, «sustainability» has moved from a trend to a structural shift in the material market. What was once a question of preference — do I want…