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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Some New Materials Succeed and Others Don’t

The number of supposedly better and more sustainable materials keeps multiplying, but few achieve scale. So why should Nike’s latest innovation, Forward, succeed where others have stalled?
A model wears a Nike Forward hoodie.
Nike Forward. (Nike)

Hardly a year goes by without a new material appearing on the market that promises to be better and more sustainable than plain old cotton, or leather, or certainly polyester.

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