Medellín’s Fashion Legacy: A Strong Industrial Foundation
Long before Medellín emerged as a hub for innovative designers and brands, it had already established a robust industrial base centred around textiles and garment manufacturing. Factories such as Coltejer and Fabricato played pivotal roles in developing a network of suppliers and specialised workshops, effectively transforming Antioquia into one of Colombia’s foremost manufacturing centres. Over the years, this ecosystem has expanded beyond the mere production of fabrics and garments, beginning to forge commercial connections with other markets.
Creative capital remains one of Colombia’s greatest assets, yet it is not the sole factor at play. Manufacturers face mounting pressure to detect trends, manage inventory, and introduce new products to the market. Technology is integral to every link in the supply chain—from garment design and material procurement to logistics, retail sales, and customer engagement.
The Chaos of Creativity and Operations
Sebastián Díez, the president of Inexmoda, a non-profit organisation based in Medellín, describes the current fashion landscape as embodying what he refers to as the “theory of chaos.” This dichotomy contrasts the “creative chaos” that characterises Colombia’s talent and brand development with an “operational chaos” that arises when this creativity must be translated into business structures capable of competing internationally.
“Talent is not our issue. The challenge lies in converting that creativity into a scalable business model and operational structure that can be replicated in other markets,” Díez stated at the second edition of the Colombia Fashion Summit (CFS), part of the inaugural Nextech by Colombiatex 2026, organised by Inexmoda in collaboration with the Medellín City Hall.
Bridging the Technological Divide
Pilar Riaño, founder of the fashion portal Modaes and a presenter at Nextech, asserts that the industry is undergoing a constant transformation, where companies must manage immediate concerns while keeping an eye on changes that could redefine the sector, particularly artificial intelligence (AI) and sustainability.
However, the technological gap is not solely about access to new tools; it also involves understanding where and how to employ them effectively. According to the report “Shaking Fashion: AI Steps Into the Spotlight,” produced by Modaes in collaboration with consultancy EY, 72% of the companies surveyed claim to have implemented AI in critical areas of their operations. The challenge arises when attempting to integrate these tools into long-established processes and convert the resulting data into actionable business decisions.
The Challenge of Digital Integration
In an industry accustomed to relying on experience, intuition, and defined seasons months in advance, digitalisation extends beyond merely adopting new software. It necessitates the integration of various departments that often operate in silos, such as design, procurement, production, inventory, physical retail, and e-commerce, ensuring that the data generated by one does not become lost before reaching the next.
“Having access to technology does not make you unique; knowing how to leverage it to your advantage does,” explained Rosa Fernández Velilla from Prompt Couture, a European consultancy specialising in AI, during the CFS 2026.
This issue elucidates why Medellín is striving to connect its traditional industry with the technological ecosystem. Ruta N, the city’s innovation and business centre, has developed StartIA Intelligence, a platform that utilises AI to organise information about startups and facilitate connections between companies facing challenges and those equipped to offer solutions.
Innovative Retail Solutions
While the tool is not exclusively focused on fashion, its logic aligns well with an industry where not all companies can internally develop automation systems. A notable success story in the fashion retail space, propelled by Ruta N, is LAX Tech, led by entrepreneur Sergio Arango Giraldo. This startup collaborates with brands to connect information that is often fragmented across physical stores, e-commerce platforms, customer relationship management (CRM) systems, and other channels to make informed decisions regarding sales locations and overall growth. According to Giraldo, the bottleneck lies in ensuring that data “communicates with one another and reaches those who need to make decisions in a timely manner.”
Data-Driven Decisions: A Double-Edged Sword
One of the most discussed promises surrounding the digitalisation of fashion is that data can alleviate some of the uncertainty that plagues the industry. The more information available, the more accurate the predictions can be, leading to better adjustments in production. Technology aims to bridge this gap even before a garment physically exists. Tools for design and 3D simulation allow for testing materials, cuts, and fits on digital avatars before the first metre of fabric is cut. During Nextech, Fernández Velilla noted that one of her clients managed to reduce physical samples by around half through such digital processes. The advantage is not purely creative; each sample that does not need to be produced translates to less fabric, fewer shipments, and significantly fewer corrections before finalisation.
Systems can amalgamate historical sales, returns, stock levels, and other data to suggest how much to purchase or restock. However, this does not guarantee precise anticipations of what will be successful.
Navigating New Markets with Data and Intuition
“The newer the product or market, the less historical data exists to inform predictions. That much is certain,” Velilla points out. This highlights one of the most intriguing limitations of this transformation; data is more effective when there is a history to learn from, yet fashion continually seeks to stay ahead of trends that have yet to materialise.
Colombia possesses a significant opportunity for nearshoring, but converting technology into an international advantage requires more than simply adopting new tools. Sebastián Pérez, CEO of the brand Agua Bendita, emphasises that a growing company must first identify what capabilities it lacks: “Look at the e-commerce data to determine where I have potential for expansion, in which countries—data, intuition? Both are essential.”
The Importance of Local Insight in International Expansion
A considerable portion of Agua Bendita’s business occurs outside Colombia. Established in Medellín in 2003, the brand has a local presence in Cali, Barranquilla, and Bogotá, as well as in over 50 countries, including Mexico, Venezuela, and the United States.
Pérez explained that the company combines market testing through pop-ups and other formats with the data generated from its e-commerce to identify which countries offer the greatest potential for expansion. “The figures help connect the dots, without neglecting internal discussions, local knowledge, and the expertise of those operating within and outside of Agua Bendita.”
Adapting to Changing Conditions in a Volatile Market
This balance becomes even more critical when a company enters territories where it has little data. Carlos Mario Ramírez, from the women’s underwear brand Leonisa, explained that the company has aimed to become a “data-centric” organisation since 2018, intending to better understand the consumer and utilise that information to anticipate behaviours. “When a brand enters a new country, predictions inevitably rely on assumptions. This is where experience and intuition come into play again.”
For Colombian companies, this blend is essential in an international market characterised by volatility. Agustín Gómez, CEO and co-owner of Mixer&Pack, a company involved in developing perfumery and cosmetics, describes how companies must keep their “radar constantly on” to detect new opportunities. While technology can expand that radar, it cannot replace the ability to interpret ongoing changes and react before conditions shift again.
The Path Forward: Building Resilient Businesses
From the perspective of Inexmoda’s president, the challenges within the textile industry extend beyond identifying international opportunities; companies must be constructed to withstand difficulties when they arise, equipped with operational technologies that mitigate problems. “You can have a vibrant brand. Colombia is a beacon of creativity, but the focus must be on transforming this creative capacity into businesses that grow without losing their identity. Scalability should not come at the cost of your differentiator.”
If Colombia aims to capitalise on the demand for more flexible and nearby suppliers within global supply chains, it must merge its textile heritage with operational capabilities, ensuring that data flows seamlessly and logistics can respond effectively to demand.