Why Fashion Remains a Barrier to Smart Clothing Adoption

Why Fashion Remains a Barrier to Smart Clothing Adoption

At Readwrite and our accelerator, ReadWrite Labs, we dive deep into emerging industries through conversations with the pioneers shaping them. Recently, we sat down with Jeremy Wall, Founder and CEO of Lumenus, to explore the challenges facing smart clothing and textiles.

Q: Are mainstream consumers ready for connected clothing?

A: Not yet. The market hasn’t hit a tipping point where everyday consumers actively seek connected apparel. Current benefits mainly serve niche professional segments—athletes, artists, and workplace environments—where functionality is critical. Workplace adoption, driven by uniform requirements, is the most tangible early entry point.

Q: What’s the biggest hurdle holding back smart textiles?

A: Cost. While the technology to embed sensors directly into fibers and polymers exists, it remains confined to research labs. Producing these textiles at scale while keeping prices reasonable is a significant barrier. Jeremy, a graduate of NC State’s College of Textiles, emphasizes that the industry is still in its infancy and needs market-ready solutions.

Q: How will new textile tech change consumer value?

A: The key is collaborative innovation. When small startups combine forces with established brands, we see real products emerge instead of runway concepts. Partnerships—such as Under Armour’s collaboration with HTC—unlock massive data sets, enabling AI-driven insights that benefit the broader public. The IoT’s proliferation will unify fragmented data, making smart clothing more actionable for everyone.

Q: Which corporations are embracing smart textiles, and who’s lagging?

A: Google’s Project Jacquard, in partnership with Levi’s, exemplifies right collaboration, blending tech and fashion expertise. While Levi’s alone or a “Google jacket” alone might struggle to sell, the combined brand resonates. Athos is a powerful player but could accelerate growth through strategic partnerships. Under Armour excels by acquiring niche tech firms, whereas Nike’s internal projects remain less visible. The success of these collaborations hinges on market visibility and user readiness.

Q: Is fashion alone enough for wearables? What do consumers want?

A: Fashion alone is insufficient. Design must harmonize with fit, function, and style while delivering real, contextual insights. Consumers expect wearables to provide actionable guidance that improves daily life. Without tangible benefits, the product risks being perceived as a gimmick. Workplace adoption will likely drive broader consumer uptake.

Q: Which enterprise sectors stand to gain most from wearable tech?

A: High‑risk vocational workers—construction, firefighting, agriculture—are prime beneficiaries. Safety gear can’t be “uncool”; it’s mandatory. Smart textiles enhance safety, productivity, accountability, and cost savings. Augmented Reality (AR) already aids warehousing, firefighting, and agricultural quality checks, illustrating the technology’s potential beyond consumer markets.

Q: What’s been Lumenus’ biggest challenge?

A: Identifying partners who share a forward‑looking vision. In a nascent field, suppliers and manufacturers often lack the capacity for early‑stage innovation. Lumenus seeks collaborators who understand the long‑term mission—making safety ubiquitous—and who are willing to push beyond their initial capabilities.

Q: Which companies are doing it right?

A: Two lesser‑known firms are worth noting. MYO has grown organically from a Kickstarter launch to become a leader in gesture control, offering open SDKs and a developer portal that fosters community innovation. StrongArm Technologies focuses on industrial exoskeletons, targeting the “industrial athlete” market and gaining early traction. Honorable mentions include Proxxi, which protects workers from electrocution, and Kinetic, which aids safe lifting.

Lumenus is an alumnus of the ReadWrite Labs Accelerator program. ReadWrite Labs’ latest Alpha program welcomes startups of all stages looking to make a mark in IoT, offering downtown San Francisco workspace and access to over 175 mentors, investors, and corporate partners. Learn more here about our incubation program.