Paris, France—Materra, a trailblazing British startup known for its innovative approach to cotton production, has been honored with the 2024 Avantex Fashion Pitch award. This young company has made significant strides in developing cotton cultivation solutions that are both adaptive to climate change and rooted in fair trade practices.
Founded in 2019, Materra has quickly distinguished itself through a business model that promotes transparency and sustainability in the fashion industry. By connecting fashion brands like Mango, Ecoalf, and Positive Materials with cotton producers, Materra ensures that every link in the supply chain—from cultivation to consumer—is traceable and transparent.
The Avantex Fashion Pitch, organized by Messe Frankfurt France, is known for recognizing forward-thinking contributions to the fashion sector. This year’s event marked its 7th edition, highlighting enterprises that significantly influence sustainable fashion practices. Materra’s recognition came as no surprise given its positive impact on addressing urgent environmental challenges faced by the industry.
Frédéric Bougeard, president of Messe Frankfurt France, expressed high praise for this year’s participants. “The quality of projects presented at Avantex has been outstanding. By selecting Materra, the jury acknowledges and supports a project addressing critical sustainability challenges within the fashion industry — a decision that aligns with our organizational values,” Bougeard remarked.
Throughout the competition, each finalist had five minutes to present their concepts to the jury, comprised of industry experts, including Claudia Cesiro, a startup mentor; Élodie Lemaire Nowinski, a researcher specializing in innovation and sustainable development in fashion; Jayne Simone Estève-Curé, a luxury consultant; and Yoobin Jung, an associate in sustainability ventures.
As part of its prize, Materra will receive an exhibition stand at the Avantex Paris 2025 event, valued at approximately $3,024, funded by Messe Frankfurt France. Additionally, it will benefit from a $2,160 contribution from the Texpertise Network, the textile segment of Messe Frankfurt, along with a year-long incubation period at the Foundry powered by IFA Paris.
This accolade not only showcases Materra’s pivotal role in driving sustainable practices but also sets a benchmark for other companies in the industry. It highlights a growing trend toward sustainability and ethical responsibility in fashion, urging others to follow suit.
The success of Materra at the Avantex Fashion Pitch sheds light on the potential for innovation in traditional industries such as cotton farming. By modernizing their approaches and embracing sustainability, companies like Materra are paving the way for a more environmentally friendly and ethically conscious fashion industry.