Why In-Person Trade Fairs Still Matter: Fibre to Fibre at Source Fashion

Tom Atkin, January 12, 2026

Whatever age you are reading this, there’s a good chance your screen time has been bad at some point. None of us like to admit it, but it’s true. And increasingly, the same can be said for businesses. 

With so much now possible virtually, trade fairs are often seen as less essential. Attendance has declined in recent years, with even the world’s largest sporting goods trade fair (ISPO) relocating from Munich to Amsterdam in an attempt to revitalise engagement. Digital tools are useful, but they haven’t replaced the value of being in the same room. 

Despite this, Fibre to Fibre will be exhibiting at Source Fashion this year. Here’s why. 

Fibre to Fibre specialises in circularity, recycled fibres, and the realities of building a responsible yet commercially viable textile supply chain. These conversations are nuanced. They involve trust, transparency, and honest discussion around cost, scale, and impact. That level of understanding simply cannot be built effectively over Teams, Zoom, or Google Meet. 

Purpose goes beyond a screen. That’s why Fibre to Fibre will continue to exhibit at trade fairs. 

The people behind Fibre to Fibre met in a pub, so personal interaction is part of our foundations.  

There’s a depth of conversation you only get in person. Facial expressions, body language, and tone all reveal passion, hesitation, or genuine understanding. This is particularly important when discussing sustainability and purpose-driven change. 

Sustainable fashion is, understandably, viewed with scepticism. Greenwashing has damaged trust across the industry. As a startup operating in this space, in-person meetings allow us to show that we are real people, with a tangible and commercially viable solution to the challenges of circularity. Being present helps demonstrate credibility and commitment in a way a screen cannot. 

At previous fairs conversations with brands, manufacturers, and industry professionals have highlighted how much progress the industry loses when in-person interaction declines. These discussions aren’t sales pitches. They’re honest conversations about what works, what doesn’t, and where the barriers still exist. 

That honesty builds relationships and places Fibre to Fibre as people you’d want to do business with in a bloodbath of a market. Would you really want to work with someone you don’t trust or don’t like? 

Are sustainable alternatives really in demand on the high street? 

Trade fairs also offer perspective. Working within a circularity-focused startup, it’s easy to become immersed in what you’re building. But just because a solution reduces carbon footprint doesn’t mean the entire industry is demanding it yet. 

Walking the floor at Source Fashion, talking to exhibitors and attendees, gives a realistic picture of market demand, emerging trends, and commercial pressures. Patterns quickly emerge. One of the most common concerns is margins. For Fibre to Fibre, the answer is simple: no, our recycled fibres do not damage margins — we are price competitive with organic cotton. 

Contributing to circularity conversations is easy, listening takes work 

Another often overlooked benefit of trade fairs is listening. While these events are often associated with networking or selling, their real value lies in the information you take in. Listening to customers, competitors, and wider industry discussions reveals gaps, highlights opportunities, and opens the door to collaboration. 

Collaboration is essential. In an industry still overproducing, polluting, and under-recycling, no single company can create change alone. Fibre to Fibre included. 

Humanising sustainability 

Sustainability itself is often misunderstood. Behind the marketing, it’s about metrics, targets, regulations, and difficult decisions. Trade fairs help humanise this reality. They remind us that change happens through people making better decisions together, not in isolation or spreadsheets. 

For those working in purpose-driven businesses, this human connection is motivating. Trying to create meaningful change in a capitalist system can be exhausting. Speaking to others facing the same challenges reinforces momentum and purpose — something that simply doesn’t translate through a screen. 

In conclusion, events like Source Fashion remain vital to the future of the fashion and textile industry. They don’t just showcase innovation; they enable trust, knowledge sharing, and collaboration grounded in shared values. 

For Fibre to Fibre, attending Source Fashion isn’t about promotion. It’s about showing up, listening, contributing, and staying connected to the people shaping the future of circular textiles. 

Because real progress still happens in person — and you can’t pass someone a fibre sample through a screen.