I agree which is why I tried to get those close ups.
The presenter there had stated that she had felt the dress herself and commented that it felt very coarse, similar to hemp fiber. This fiber might be decent when used in heavy body armor, but not as casual clothing.
I do not know if they can improve the feel of the fiber, but just based on the fiber on display, they would not be able to compete in the "mundane" textile market with this fiber.
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