In recent years, the growing awareness and demand for wellness and sustainability have led apparel brands, both large and small, to reevaluate their product offerings and embrace innovative technologies and materials. This shift towards wellness and sustainability is driven by consumer preferences for products that align with their values, as well as a recognition of the long-term benefits of incorporating eco-friendly and health-focused elements into apparel.

The term "innovation" gets thrown around quite frequently by people, companies, and brands. All vying for attention. But what is the definition? Our definition, is the process of taking an idea, applying it, scaling it, and communicating it in a way that resonates with the target consumer. It is the fundamental way a company adapts and evolves to stay relevant. The consumer must see, touch, or feel the innovation and perceive its added value or it is not a real solution.