From the Sector

Duluth Trading has introduced a limited-edition apparel and gear collaboration with the WD-40 brand.
The partnership brings together a workwear and outdoor-apparel retailer with a well-known industrial maintenance brand.

For the apparel market, the launch is an example of merchandising that draws on a brand’s associations with practical work and repair rather than on conventional fashion licensing. The combination can address both existing workwear customers and consumers attracted by industrial-inspired clothing and accessories. 

Product-level textile composition, performance certifications and sales expectations were not independently established in the material reviewed and should not be assumed.

Menswear brand Bonobos has announced a redesigned e-commerce experience powered by Shopify. The launch is positioned as a step toward a more integrated shopping journey across the brand’s digital and physical retail channels.

The change illustrates how apparel companies are revisiting the technology architecture behind customer-facing retail. Product discovery, online purchasing and store interaction increasingly need to operate as connected elements of a single brand experience rather than separate sales channels.

The company’s announcement identifies the platform transition and omnichannel strategy as the central development. Any assessment of commercial success will depend on subsequent evidence such as conversion rates, customer retention, order economics and the integration of inventory and fulfilment. No such outcome should be inferred from the launch announcement alone.

Mood Fabrics has launched a 15-fabric collection with ten-year-old designer Max Alexander. The Mood × Max Alexander line debuted in New York on 14 September and is being sold online and through Mood's U.S. retail locations.

The company lists BCI cotton, EcoVero viscose, European flax linen and recycled-polyester faux fur among the materials. The range combines prints and textured fashion fabrics with several fibre choices already associated with established sourcing or recycling programmes.

Alexander selected and annotated the fabrics. The collaboration therefore starts at material choice, leaving the collection open to further garment design and making rather than presenting a fixed apparel capsule.

Heidi O’Neill has taken over as chief executive of lululemon. In her first employee message, published in the company newsroom, she places product, brand clarity and operational execution at the centre of the next phase.

O’Neill says her initial weeks will focus on listening to teams, partners, guests and communities before translating ideas into changes. She identifies a need to re-establish the brand’s core and to create more innovative and distinctive product that gives consumers a stronger reason to choose lululemon. She also points to improving operations and how the company connects with its communities.

The appointment matters beyond corporate governance. O’Neill spent more than 25 years at Nike, including leadership across product, design, merchandising, brand and global marketplace operations. At lululemon, that experience meets a business whose differentiation depends heavily on fabric development, fit, functional apparel and a tightly integrated direct-retail model.

Editorial relevance: Medium – a current brand-positioning and retail story supported by a product capsule.
s.Oliver has launched a new hero campaign, “Casual Since Forever,” featuring Heidi Klum meeting a younger version of herself from the 1990s. The concept uses the time shift to reinforce the brand’s positioning around enduring casual style.

The campaign is accompanied by a limited-edition vintage capsule that reinterprets 1990s references through casual basics and vintage-inspired designs. The pieces are being sold online and in selected s.Oliver stores, turning the campaign narrative into an immediate product and retail activation.

Established fashion brands increasingly use archive aesthetics and cultural nostalgia not only for communication but as a direct product-development and traffic-driving mechanism.

The eleventh edition of Hong Kong fashion event CENTRESTAGE closed with a new attendance record. According to the Hong Kong Trade Development Council, the four-day fair attracted more than 12,000 trade buyers from 93 countries and regions. Buyer numbers from Vietnam, Russia, the United States and Malaysia showed notable growth, providing a current indicator of Hong Kong’s reach as a fashion and sourcing platform.

The attendance figures also need to be read in the context of the event format. CENTRESTAGE formed part of Hong Kong Fashion Fest and combined design presentations, brand showcases, runway programmes and commercial meetings. Other lifestyle events ran concurrently. CENTRESTAGE and Salon de Time were also opened to the public free of charge, together recording more than 20,000 public attendances.

For manufacturers, brands and sourcing teams, the buyer composition is more informative than the public visitor count. Buyers from 93 markets point to a broad international sourcing base. Growth from Vietnam and Malaysia also reflects Southeast Asia’s increasing importance as a consumer, production and sourcing region. Higher buyer numbers from the US are noteworthy against the backdrop of changing trade and sourcing configurations.

The figures are organiser data and should therefore be treated as event metrics rather than independent market statistics. Even so, they are useful for industry monitoring. They suggest that physical B2B platforms continue to matter alongside digital sourcing tools when brands, designers, suppliers and international buyers need to establish new relationships and reassess regional production networks.

The market does not wait, and it does not grant easy answers. Across the absorbent hygiene, personal care, and wipes sectors, business is undergoing a period of intense, necessary adjustment. New European rules on packaging, single-use items, product safety, and end-of-life are forcing companies to drop old assumptions about materials and performance. At the same time, producers must keep their goods safe, reliable, and affordable for the babies and aging adults, who rely on them every day. 

From 22 to 24 September 2026, EDANA’s OUTLOOK™ returns to the Hotel Miragem in Cascais, Portugal, for its twenty-fifth edition of the conference. 

OUTLOOK™ began in Monaco in 2001. It focused then on baby diapers and menstrual protection. Over a quarter of a century, the work expanded. It grew to cover adult incontinence, wipes, complex international product safety, and strict environmental compliance. In 2007, the conference met in Cascais. Returning to the Portuguese coast this September marks a milestone, but the focus remains squarely on the work ahead. 

The three-day programme takes on the hardest questions in the supply chain directly: 

Day 1 Keynote — Global Macroeconomics & Shocks: Henry Curr, Economics Editor at The Economist, will open the plenary with his keynote presentation, "The Teflon world economy and what could finally break it." Curr oversees global economics coverage for The Economist and has written some 30 cover stories on labour markets, public debt, the future of global commerce, and the risks of "homeland economics" and green protectionism. Drawing on discussions with top policymakers and executives, he will explore how global markets have absorbed successive crises—from geopolitical conflicts to AI-driven labour disruption—and what structural risks could still disrupt demand and capital investment.

Session 1 — Market Drivers in a Challenging Environment: Moderated by Jacques Prigneaux (Market Analysis & Economic Affairs Director, EDANA), this session examines the pivotal market drivers redefining the competitive landscape. Industry specialists Kaushik Mitra (Chemical Market Analytics by Dow Jones), Dr. Annika Trümpler (Schlegel und Partner), and Natalia Bezrebra (Euromonitor) will address shifting polyolefin supply, pricing downslides, post-crisis supply chains, and the strategic expansion of major Chinese hygiene manufacturers entering the European market. 

Session 2 — Global Product Safety Compliance Panel: Moderated by Luminita Barbu (Regulatory Affairs Director, EDANA), this high-level panel addresses the complex matrix of international consumer product safety regulations, compliance standards, and policy trends. Featuring legal and regulatory authorities—including Claudio Mereu and Natalie Konings, Partners at Bird & Bird—the discussion will highlight the practical implications of international initiatives such as the UN Principles for Consumer Product Safety, alongside regulatory divergence and convergence across the EU, US, and China. 

Day 2 Keynote — Future Retail Trends & Consumer Shifts: Renowned retail futurist Theresa Schleicher opens Day 2 with her keynote, "Next Growth: The Bigger Consumer Shifts on the Horizon." Widely regarded as one of Europe's leading retail futurists, Schleicher is a former Managing Director at Hirschen Group, an author of acclaimed retail trend studies, a retail start-up investor, and a strategic sparring partner for Germany's Federal Ministry for Economic Affairs and Energy, the Zukunftsinstitut, and global giants like Procter & Gamble, L'Oréal, and Beiersdorf. Her session will uncover macro consumer trends, economic resilience, and emerging opportunities in absorbent hygiene. 

Session 3 — The Consumer Lens: Redefining Value in Absorbent Hygiene: Moderated by Murat Dogru, this senior leadership panel puts the consumer perspective at the centre of innovation. Featuring senior leaders including Sara Järup (Global Material Development Director at Essity), Matrice Jackson (Director, Global R&D at Kimberly-Clark Corporation), and Giulia Antonioli (Head of Communications, Reputation & Public Affairs, Baby Care Europe at Procter & Gamble), the panel examines how consumer expectations around sustainability, dignity, and transparency are redefining value across femcare, adult incontinence, and baby care. 

Session 4 — The Transition in Wipes & Interactive Q&A: Focusing on "Wipes: The Pros and Cons of Going Plastic-Free," this session brings together technical and public affairs experts—including Brieuc Lits (EDANA), Wolfgang Tenbusch (Albaad Deutschland), Sergio Rosales Calderon and Sebastien Monges (BCNonwovens), and Elisabeth Swennenhuis (Magnera Corporation)—to evaluate EU policy tools (SUPD, EMPCO, EPR schemes), Total Cost of Ownership (TCO), and the performance trade-offs of pulp versus viscose spunlace. The session concludes with a dedicated live Q&A and open floor discussion with the audience. 

Session 5 — Can Absorbent Hygiene Products Become Circular? Led by EDANA’s Sustainability Director, Rawaa Ammar, this forward-looking session explores actionable circularity for the nonwovens sector. Featuring insights from Jeff Stubbe, CEO of Woosh, the session shares real-world operational lessons on closing the diaper loop and demonstrating that circularity can operate as an economically viable business model rather than a small-scale trial. 
    
Exhibition, Business Meetings & Networking 
Beyond the conference hall, OUTLOOK™ 2026 provides extensive commercial and networking platforms: 

Tabletop Exhibition: A dedicated showcase featuring 20 innovative companies presenting advanced technologies, materials, and services.     

Private Meeting Rooms: Dedicated business spaces designed for private discussions and commercial partnerships. 
    
Evening Social Programme: Delegates will connect during the welcome cocktail at Hotel Miragem and an evening reception at the historic Valverde Sintra Palácio, set in the scenic hills of Sintra. 

OUTLOOK™ 2026 is built for decision-makers. Alongside the plenary sessions, the event hosts a curated tabletop exhibition of 20 innovators, dedicated private meeting rooms for commercial discussions, and structured networking. Delegates will also gather for an evening reception at the historic Valverde Sintra Palácio in the Sintra hills. 

More than 500 senior leaders across the value chain—raw material suppliers, machine builders, converters, brand owners, and retailers—will attend. You can track industry shifts from behind a desk, but you cannot replace being present when the sector evaluates itself and decides its course.

With its fifth participation at Pitti Uomo, CHINA WAVE once again underscored the dynamic rise of Chinese designer brands on the international stage. The showcased collections demonstrated how Chinese labels are increasingly defining themselves through distinctive design languages, technological innovation and cultural authenticity, attracting growing attention from the global fashion industry. 

As the flagship brand of the collective presentation, SEPTWOLVES impressed visitors with a collection combining functionality, sustainability and Chinese cultural heritage. Alongside its further enhanced Business Travel Jacket featuring advanced technical innovations, the Wulin World Heritage Collection and the sustainable polo line crafted from natural fibres attracted particular interest. International buyers praised SEPTWOLVES for translating traditional Chinese craftsmanship and intangible cultural heritage into a contemporary design language with global appeal. The collections led to intensive discussions with buyers and distributors from Europe, South America, the Middle East and Central Asia, reaffirming the brand's growing international potential. 

For SWOF CARE, the hat wear brand, direct engagement with the international market was the central focus. The new SUPER SWOF "SS Super Classic" collection and the handcrafted BLACK LABEL line successfully combined traditional Chinese millinery with a contemporary design aesthetic. Particularly valuable for the brand was the immediate feedback received from international buyers and industry professionals, providing important inspiration for future collection development. At the same time, numerous concrete business opportunities emerged, with buyers expressing interest in sourcing solutions, product customization, long-term distribution partnerships and agency collaborations. Establishing new partnerships to further accelerate the brand's international expansion also ranks among the lasting achievements of its participation. 

With its distinctive interpretation of contemporary Oriental aesthetics, ZIFEI WANG became one of the creative highlights of CHINA WAVE. Combining artistic expression with premium ready-to-wear fashion, the collection impressed international buyers as well as renowned showrooms and premium boutiques. Particular praise was given to its successful balance between avant-garde creativity and commercial relevance. The successful presentation in Florence further strengthened the brand's international positioning while paving the way for future presentations across Europe like the forthcoming Milan Fashion Week in September.  

SOARIN presented its unique design philosophy under the guiding concept "I Become." Through plant-based dyeing techniques, innovative material research and the fusion of traditional craftsmanship with contemporary design, the brand developed a distinctive creative signature. International buyers and industry professionals particularly appreciated its creative originality and innovative use of materials. Discussions during the fair generated promising prospects for future collaborations and international showcases. 

SOARIN WORLD, the pioneering Chinese label under the SOARIN brand, presented a collection rooted in an Eastern interpretation of beauty while embracing a forward-looking design philosophy. Drawing inspiration from ethnic cultures, nature and humanity, the brand reinterprets traditional Chinese aesthetics through a contemporary lens, creating garments that bridge heritage and modernity. International buyers and industry professionals praised the collection's distinctive cultural identity and sophisticated craftsmanship, recognising its strong potential for premium retail and concept stores. The presentation in Florence further strengthened SOARIN WORLD's international visibility and opened promising opportunities for future collaborations and market expansion. 

For KIMUSSO, Pitti Uomo represented far more than a platform for presenting a collection. The avant-garde womenswear label used the direct exchange with international buyers to further refine its positioning in the global market. Immediate feedback confirmed the brand's particular strength within the progressive concept store and curated premium boutique segment. The exhibition therefore marked an important milestone in reflecting on the brand's identity from an international perspective and further sharpening its future strategic direction. 

Under this year's theme, "The Pitti Pool," Pitti Uomo 110 once again proved to be a meeting point for the ideas, perspectives and partnerships shaping the future of the global fashion industry. Through its fifth participation, CHINA WAVE demonstrated how naturally Chinese designer brands have become part of this international creative ecosystem. From technological innovation and sustainable material concepts to a confident expression of cultural identity, the participating labels presented their own distinctive visions for the future of fashion, attracting significant interest from international buyers and key industry decision-makers. 

CHINA WAVE has long evolved into far more than a collective exhibition. The platform connects Chinese designer brands with international business partners, creates new market opportunities and fosters creative dialogue between East and West. The successful presentation in Florence clearly demonstrated that Chinese brands are increasingly recognised as drivers of innovation, design excellence and cross-cultural exchange. Following this milestone edition, attention is already turning to the next chapter: from January 12 to 15, 2027, CHINA WAVE will return to Pitti Uomo 111 in Florence, bringing a new wave of Chinese creativity to the international stage. 

DIGEL AG is strengthening its national and international presence with two new, representative locations in Düsseldorf and Munich, set to open for the Spring/Summer 2027 order season. With these two showrooms, the menswear company is making a clear statement for growth, internationality, and brand strength in the premium segment.

The new showroom in Düsseldorf is located in one of Germany’s most prestigious menswear environments, in the immediate vicinity of brands such as Boss, Strellson, and PVH. Spanning 550 square meters—around 30% larger than before—the two brands Digel and Digel Move will in future offer an exclusive brand experience in an urban lifestyle setting. In addition to order activities, the location will also be used as an event venue, for the DIGEL Academy, and for VIP customer events. Thanks to Düsseldorf’s central location and international character, more than 60% of export customers can be optimally served here, with further growth potential.

The new showroom in Munich will also take the Digel and Digel Move brands to the next level. Located in Lodenfrey Park and surrounded by leading premium labels, a modern space with a loft character and industrial style is being created—perfect for presenting the Digel DNA in an authentic and inspiring environment. Munich will not only become an important order location, but also a venue for exclusive press events, academy formats, and customer experiences.

With these new showrooms, DIGEL underscores its ambition to further expand premium menswear internationally while simultaneously fostering creative and collaborative exchange with retail partners and the press.

“With Düsseldorf and Munich, we are creating two exceptional spaces that make our brand emotionally tangible. Both locations combine aesthetics, functionality, and inspiration—exactly what DIGEL stands for,” explains Jochen Digel, CEO of DIGEL AG.

Streetwear label Live Fast Die Young (LFDY) continues its international growth and opened its first store in France on November 15, 2025 — right in the heart of Le Marais at 33 Rue du Temple, one of Paris’ most vibrant creative hubs. Following locations in Germany, Amsterdam and London, the Paris flagship marks a major milestone for the brand and reinforces its ambition to establish a strong presence in key cities around the globe. 

The roughly 100 sqm LFDY store preserves the character of the historic building, weaving its layered past into a contemporary retail design. Exposed walls with faded murals, cast-iron columns, and the original tiled flooring set the stage for the LFDY signature aesthetic. Sleek polished steel furnishings with clean lines create a striking contrast to the quintessential Parisian charm, highlighting the brand’s distinctive design language – in cooperation with the team of architects from Dorenz + Jokisch. 

The customer areas were intentionally designed: seating zones around the checkout and fitting rooms are purposefully interrupted by a DJ booth, which will be activated regularly in the future. Design icons like the Robert Mallet-Stevens Chair No. 222 and a vintage cognac leather lounge chair near the fitting rooms — framed by heavy grey velvet curtains with rich texture — complete the space with an elevated, atmospheric touch.