Waking Up to a Growing Eco – Conscious Home Textiles Market
Waking up to a growing eco-conscious home textiles market to evaluate efforts in promoting sustainability…
The COVID-19 pandemic has forced many of us to reassess how we manage our day-to-day activities. From how we commute, work and socialize to how we shop, dress and manage our homes. In previous articles we have reviewed the impact the pandemic has had on fashion; the increasing demand for online purchase, relaxed fit styles and the growing need for solid sustainability credentials, but what about our homes? Now more than ever we have been spending more time at home, adapting the space so that we can work, exercise, relax and more.
As with fashion, today’s home wear needs to offer so much more than “good looks” alone. Products need to be durable, easy-to-clean, feel great against the skin and tick those eco-friendly boxes. The home textiles market includes products such as bedding essentials, bed linen, towels, upholstery, rugs and curtains. Currently, it is reported to be one of the most profitable business segments in the global textile industry and is expected to grow at a CAGR of 5.5% for the period of 2018-2024.
While the pandemic has reduced consumer spending in general, the home textiles market is experiencing steady growth, driven by consumers spending more time indoors and reallocating finances that would have been otherwise spent on holidays, cars and socializing to home renovation and household furnishings.
World renowned interior designer Penny Morrison  once said, “People are waking up to the use of ‘performance’ or ‘outdoor’ fabrics. For example, a ‘performance’ velvet or linen is ideal for a family room with children and dogs and not exclusive to outdoor use.”
“The best fabrics are easy to clean and are exceptionally durable, so a great choice for upholstery. Now that more people are moving to suburban areas, or at least to somewhere in the city with a bit of outdoor space, there is much more demand for outdoor sitting spaces which can now be brightened up with patterned outdoor fabrics, umbrellas and cushions.”
When it comes to the bedroom and sleep quality, TENCEL™ Home’s branded lyocell fill fibers offer bulkiness, resilience, good moisture management and sleep quality, and are even biodegradable! As a species that requires up to 8-hours of good sleep every night it makes sense that every element of the bed from pillows to linen and more are well considered. TENCEL™ branded fibers also have the benefits of being resistant to bacteria and dust mite growth and can effectively prevent allergies.
Additionally, TENCEL™ fibers are biodegradable and environmentally friendly. Compared to cotton and other textile materials, TENCEL™ fibers achieved a positive low score in the “Higg materials sustainability index”, proving its low impact on the environment.
Dr. Mohammad Abu Rous, Project Manager Fiber Science and Textile Products, Lenzing AG comments: “Bedding materials have the delicate task of performing in changing cold and warm ambients to keep the body at the right comfort level throughout the night. Moisture management of textiles is a key factor connecting the body to its surroundings. Among typical fibers used in bedding, TENCEL™ Lyocell fibers are not only a master in moisture management, but they can also be designed to provide insulation in duvets, exquisitely smooth bed linen and shell fabrics. The result is unprecedented sleep experiences.” 
Similar with fashion, home textiles are beginning to increase its environmentally friendly offerings and other textile trends emerging this coming year include bed linen that makes our lives just that bit easier.
When it comes to finding out about the latest in developing home textile trends and technologies look no further than leading trade fairs. Showcasing virtually the trend space at the international textile trade fair Heimtexil  was curated into 4 trends words: ‘Repurpose’, ‘Rewild’, ‘Reinforce’ and ‘Revive’. The four trends reflect the key values that textile suppliers need to consider and implement to meet today’s demands of longevity, quality and environmental issues.
- “Repurpose” examines how existing fabrics can be utilised to be reused and repurposed once again.
- “Rewild” aims to restore balance with nature, learn from it and rediscover natural resources and apply them in a modern context.
- “Reinforce” is inspired by the minimalism and simplicity of Scandinavian design, it’s about bold and robust textiles made to last.
- “Revive” takes on a repairing mentality and includes creative processes that can be handcrafted in a move away from mass produced uniformity.
Colours, patterns and core materials may fluctuate with the trends of the moment however during this pandemic the two core drivers in home textile industry are sustainability and innovation. As a huge majority of the global population is spending over half of their lives at home, the time is now for the home textiles market to push forward with products that are durable, natural, smart and feel as good as they look.
 Source: From P.6 of the BedDifferent brochure TENCEL™ Lyocell fibers