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Whoop and Samuel Ross MBE unveil multiyear design partnership

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Whoop and Samuel Ross MBE unveil multiyear design partnership


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January 17, 2026

Wearable technology company Whoop has announced a multiyear collaboration with designer Samuel Ross MBE as global creative director, marking Whoop’s first performance design collaboration.

Whoop and Samuel Ross MBE unveil multiyear design partnership. – Samuel Ross MBE

Dubbed “Project Terrain”, the partnership will deliver a bespoke capsule collection including limited-edition, customized Whoop bands, as well as new apparel pieces within the Whoop Body collection. The collection will roll out in limited-edition drops starting this year and continuing into 2028.

“At Whoop, we’ve always believed that wearable technology needs to be invisible or it needs to be cool,” said Will Ahmed, Founder and CEO of Whoop. “Working with Samuel Ross has been a true joy. He deeply understands wearable technology. Our members will feel something new and different when they wear this limited collection.”

Ross, founder of the award-winning studio SR_A and formerly founder of A-Cold-Wall*, has a history of reimagining culture, material science, and form through design. His portfolio includes collaborations with Nike, Converse, Oakley, Hublot, Acqua di Parma, and Beats. 

Project Terrain will carry SR_A’s industrial and architectural ethos into Whoop’s design language, informed by utility, intentionality, and structural, materials-driven design approach.

“Whoop is shaping the future. That’s true progress, for all. It is one of the first design and technology companies of our generation, founded within our generation, by our generation, that is defining the right relationship to health, through advanced technology,” said Ross. 

“I look forward to building the future with Will and the Whoop design teams. We have a clear, sharp vision to move global design expectations forward.”

The partnership also includes SR_A joining as an investor alongside partners Niall Horan and Cristiano Ronaldo. Whoop will support the SR_A Black British Artist Grant and host its recipient for an in-house design residency.

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Cotton innovation to take centre stage at Bremen conference 2026

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Cotton innovation to take centre stage at Bremen conference 2026



Beyond the Wardrobe – Innovative Cotton Takes the Spotlight

Cotton can do more – a lot more. Cutting-edge textiles and high-tech products made from 100% cotton prove just how power-fully performance and sustainability can come together. That very surge of innovation is front and centre at the 38th Bremen Cotton Conference, taking place March 25–27, 2026, at Bremen’s Parliament on the historic market square – culminating in a bold and dedicated closing session on Friday. In the spotlight: per-formance upgrades for pure cotton, smart strategies for circular textile waste solu-tions, and pioneering concepts for demanding technical applications. From natural fi-bre–reinforced composites to highly effective flame-retardant solutions, cotton steps out of the closet and shows the future potential woven into every fibre.

The 38th Bremen Cotton Conference, set for March 25–27, 2026, will spotlight cotton’s transformation into a high-performance, sustainable material.
Experts will present innovations in cotton functionalisation, circular textile waste conversion, natural fibre composites and halogen-free flame-retardant systems, highlighting cotton’s expanding role in advanced technical applications.

Cotton is so much more than just a T-shirt. As a renewable resource, it’s biodegrada-ble, free from microplastics, naturally breathable, and delivers comfort you can actually feel. But this fibre has long since broken free from the fashion rack. Cotton is evolving into a versatile high-tech material.

Thanks to advanced finishing technologies, functional coatings, innovative hybrid yarns, and bio-based material blends, its range of applications is expanding fast – far beyond traditional textiles. For companies, that means real opportunity: replacing fos-sil-based resources with sustainable alternatives, staying ahead of regulatory de-mands, and unlocking new high-performance markets. Cotton is transforming from a natural product into a true engine of innovation.

Cotton Textile Waste as a Resource

Future-ready innovation means thinking across the entire product lifecycle. Production scraps, offcuts, and post-consumer textiles are not just a growing waste problem — they are also a valuable and largely untapped resource. In his presentation, Dr. Mat-thew Farrell of Cotton Incorporated (USA) demonstrates how cotton textile waste can be converted into glucose. Since these materials consist primarily of cellulose — aside from dyes and finishes — they can be broken down into their sugar building blocks through hydrolysis.* The resulting glucose serves as a bio-based platform feedstock for a wide range of value-added products. Drawing on two processes developed in recent years, Farrell illustrates how used cotton textiles can be integrated into viable circular economy concepts.

* Note: During hydrolysis, cellulose chains are broken down into glucose using water — often supported by acids or enzymes.

Natural Fibre Systems and Flame Retardancy

At the same time, the market for natural fibre-reinforced composites is expanding rap-idly, as industry and research increasingly turn to renewable, lightweight, and re-source-efficient materials. Natural fibres generally offer a lower carbon footprint than glass or carbon fibre reinforcements and are especially attractive for applications driven by clear sustainability targets. However, fire performance presents specific chal-lenges. As plant-based fibres are inherently combustible, natural fibre composites of-ten exhibit less favourable fire behaviour than their glass- or carbon-fibre-reinforced counterparts. Meanwhile, regulatory and safety requirements are becoming more strin-gent: beyond flammability itself, parameters such as heat release rate, smoke devel-opment, and smoke toxicity are moving into sharper focus.

At the Bremen conference, Dr. Thomas Mayer-Gall from the German Institutes of Tex-tile and Fibre Research North-West (DTNW), Krefeld, will present newly developed, halogen-free flame-retardant systems from DTNW research designed for these de-manding applications.

More Performance from 100% Cotton

Complementing the circularity perspective, Seth Winner of Cotton Incorporated turns the spotlight on enhancing the performance of textiles made from pure cotton. The goal: to elevate 100% cotton fabrics with targeted functional upgrades — improving breathability, thermal insulation, and stretch, among other properties.

He will present innovative approaches that enable the precise functionalization of cot-ton textiles, using both new and established technologies to unlock the full perfor-mance potential of pure cotton.

Innovation Meets Circularity

Against the backdrop of rising demands for resource efficiency, circular economy so-lutions, and product safety, the closing session of the Bremen Cotton Conference sends a strong message. It delivers fresh, hands-on impulses for manufacturers, fin-ishers, and developers — and showcases the remarkable innovative power of cotton.

Cotton is no longer just a traditional apparel fibre. It is evolving into a high-performance raw material platform for technical and sustainable applications — with strategic rele-vance for the textile and materials industries of tomorrow.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (MS)



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Turkiye’s apparel exports drop 6% to $16.3 bn in 2025

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Turkiye’s apparel exports drop 6% to .3 bn in 2025



Exports of knitted and crocheted garments (HS Chapter **) fell *.* per cent to $*.*** billion from $**.*** billion a year earlier, as retailers trimmed replenishment volumes. Woven apparel and accessories (HS Chapter **) recorded a steeper fall of *.* per cent to $*.*** billion, compared with $*.*** billion in ****, reflecting weaker demand for higher-value fashion categories and formalwear.

December **** data signalled a slower contraction relative to the annual trend. Knitted and crocheted apparel exports rose *.* per cent year on year to $***.*** million from $***.*** million in December ****, supported by seasonal restocking. In contrast, non-knitted apparel declined *.* per cent to $***.*** million from $***.*** million. Combined shipments under HS ** and HS ** edged down *.** per cent to $*.*** billion.



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The new economics of fashion: Trust, longevity and price discipline

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The new economics of fashion: Trust, longevity and price discipline




Fashion demand in 2026 remains intact but more selective, with consumers spending cautiously and prioritising value, durability and versatility.
Intentional purchasing and promotion sensitivity are reshaping pricing dynamics and margin structures.
Polarised consumer behaviour is pushing brands to rebuild trust, justify full price and align sustainability with longevity.



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