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Interview
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Francis Dejonghe, Chairman Textirama and Managing Director De Witte Lietaer
Meet the Man Behind the Vision: Francis Dejonghe
As both Managing Director of De Witte Lietaer and Chairman of Textirama vzw, Francis Dejonghe is a driving force behind Belgium’s textile renaissance. Since taking the helm at Textirama, he has spearheaded a bold transformation of the 60-year-old organization, steering it toward innovative strategies to elevate the visibility and reputation of Belgium’s textile sector. But why does this storied industry need rebranding? We sat down with Francis Dejonghe to uncover his vision.
Why Rebrand Belgian Textiles? Bridging Perception and Reality
“Textile in Belgium is at a crossroads,” Dejonghe begins. “The sector has evolved dramatically, yet public perception remains stuck in the past.”
For decades, Textirama’s mission was straightforward: connect buyers and sellers. Today, the challenge runs deeper. Globalization, technological leaps, and sustainability demands have reshaped the industry, yet many still associate Belgian textiles solely with clothing, curtains, or sofas. “Ask someone to define ‘Belgian textile,’ and they’ll struggle,” he notes. “But hidden behind that ambiguity are cutting-edge innovations—materials for aerospace, medical textiles, agrotech, 3D fabrics. Our industry is a powerhouse, yet its story remains untold.”
The stakes are high. Textile companies now battle an outdated image that fails to attract talent, investors, or consumer curiosity. “Textirama does not just sell products anymore,” Dejonghe emphasizes. “We’re selling a new identity—one that positions Belgian textiles as dynamic, innovative, and indispensable to modern life.”
A Hybrid Strategy: Where Digital Meets Tangible
To bridge this gap, Textirama is launching a two-pronged approach: a digital narrative paired with a physical experience that immerses the public in textile’s unseen world.
Digital Storytelling: Amplifying Hidden Innovations
Collaboration is key. Textirama partners with organizations like Cobot (promoting textile careers), Fedustria (the Federation of the Belgian Textile, Woodworking, and Furniture Industries) and Centexbel (a research hub for textile innovation) to craft compelling stories. “We’re not here to duplicate efforts,” Dejonghe explains. “We’re here to amplify them. Imagine showcasing how textile engineers create fabrics that make windmills more sustainble, or how a 3D woven fabric creates waves to surf on. These stories don’t just inform—they inspire.”
The Textile Odyssey: A Traveling Immersive Exhibition
The crown jewel? A roaming exhibition designed to dazzle. Visitors will step into an immersive installation—wandering into a weaving machine, or exploring how textiles shield fire fighters and what kind of fabrics we are going to take to the moon. “This isn’t a museum tour,” Dejonghe smiles. “It’s an emotional journey. We want people to leave thinking, ‘I had no idea textile could do this—I want to be part of it.’”
Who’s the Audience? Everyone—and Beyond
Textirama’s message casts a wide net. “Our audience isn’t just designers or engineers,” says Dejonghe. “It’s anyone curious about how society evolves, innovation, sustainability, or even the chair they’re sitting on.”
- Tech Enthusiasts: Discovering textiles in aerospace or renewable energy.
- Decoration lovers: Seeing interiors as a canvas where fabrics shape identity and install comfort.
- Future Talent: Students reimagining textiles as a career of creativity and impact.
- Everyone open to be inspired by Belgian textiles: no need to ‘have a thing’ with textile, inspiration promised.
“When someone realizes that textile can be used to protect whales or that linnen bedsheets can help reduce water consumption, that’s a lightbulb moment,” he adds. “Textile isn’t just material—it’s a solution.”
The Future: A Fabric of Recognition
For Dejonghe, success means Belgian textiles reclaiming their global stature. “We’re not just changing an image—we’re rebuilding pride. When people hear ‘Belgian textile,’ I want them to think innovation, quality, and possibility.”
Stay tuned for Textirama’s immersive exhibition dates and digital campaigns. Follow their journey at textirama.be, on social media or subscribe to our newsletter. Ready to see textiles in a new light? The thread starts here.
Textirama aims to provide a comprehensive overview of the textile sector in Belgium. Your company can be included as well.
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