How emerging innovators are turning industry exposure into real-world impact
At ITMA 2023, 15 start-ups were selected for the CEMATEX Start-Up Grant to showcase their technologies at Start-Up Valley, a dedicated platform connecting emerging innovators with the global textile and garment manufacturing industry.
For many of these young companies, participation went far beyond exhibition visibility. It provided direct access to manufacturers, brands, investors and technology partners across the textile value chain, accelerating their journey from innovation to industry adoption.
One standout example shows how quickly that journey can translate into real-world impact.
From Start-Up Valley to global brand collaboration
As part of its Spring 2026 collection, Paris-headquartered Balenciaga, one of the most influential luxury fashion houses, unveiled the world’s first 3D woven tailored suit, a breakthrough application of software-driven textile manufacturing.
The technology behind this innovation was developed by Balenciaga, in collaboration with WEFFAN, a Start-Up Valley participant at ITMA 2023.
This milestone demonstrates how early-stage technologies, when given the right platform, visibility and industry access, can progress rapidly towards real-world adoption, even at the highest levels of fashion.
For start-ups seeking to translate innovation into commercial reality, it is a powerful example of what can happen when they engage directly with the global textile ecosystem.
From exposure to commercialisation: TreeToTextile
Among the companies gaining strong traction after ITMA 2023 is TreeToTextile, a Sweden-based innovator developing next-generation regenerated cellulose fibres.
“ITMA’s Start-Up Valley was the perfect place to begin our commercialisation journey,” says Nina Ekstrand, Head of Marketing and Communication at TreeToTextile. “We were overwhelmed by the strong interest in our fibres from brands and partners across the value chain. We continue to reap the benefits from the experience as we scale the production of our next-generation cellulose fibre.”
Progress for this Stockholm-headquartered company has subsequently been rapid and its ITMA debut coincided with the start up of a €35 million regenerated cellulose fibre demonstration plant at Stora Enso’s Nymölla mill in southern Sweden, with an initial production capacity of 1,500 tons of fibre per year.
Momentum has continued to build. In early 2026, leading fibre producer, Lenzing acquired a controlling stake in TreeToTextile, signalling strong industry confidence in its technology and future scalability.
Lenzing is now planning a significant increase in production output at the existing demonstration plant in Nymölla, as well as the preparation of a first industrial-scale facility.
“Innovation at industrial scale requires time, expertise and strong partnerships,” says TreeToTextile CEO Roxana Barbieru. “Lenzing’s increased ownership is a clear endorsement of our ambition to become a major player in the global fibre market.”
Scaling innovation across new applications: Noosa
Another Start-Up Valley participant, Noosa, is advancing bio-based circular PLA (polylactic acid) fibres through its patented recycling process.
“We had an amazing first experience at ITMA 2023 and were very impressed by the number of visitors from across the globe,” says Noosa CEO Luna Aslan. “It created opportunities with a lot of companies in different sectors and different parts of the world. I definitely consider it as the rendezvous for the textile industry and am looking forward to being at the 2027 exhibition.”
Since its participation, Noosa has significantly scaled its production capacity to 6,000 tonnes per year and expanded its product portfolio to include staple fibres, filaments and spun yarns, as well as fabrics and end-products made from them.
The company is now developing new applications such as performance wear and alternatives to oil-based materials, further demonstrating how early exposure to industry stakeholders can support product development and market expansion.
From industry validation to global reach: WEFFAN
Another Start-Up Valley participant, Noosa, is advancing bio-based circular PLA (polylactic acid) fibres through its patented recycling process.
“We had an amazing first experience at ITMA 2023 and were very impressed by the number of visitors from across the globe,” says Noosa CEO Luna Aslan. “It created opportunities with a lot of companies in different sectors and different parts of the world. I definitely consider it as the rendezvous for the textile industry and am looking forward to being at the 2027 exhibition.”
Since its participation, Noosa has significantly scaled its production capacity to 6,000 tonnes per year and expanded its product portfolio to include staple fibres, filaments and spun yarns, as well as fabrics and end-products made from them.
The company is now developing new applications such as performance wear and alternatives to oil-based materials, further demonstrating how early exposure to industry stakeholders can support product development and market expansion.
From industry validation to global reach: WEFFAN