When in doubt, the best ideas don't come from your own people: Entrepreneurs and managers know that all too well.

That is why they acquire rights to new products or entire companies.

Another way of getting economically interesting developments is through tenders for prizes intended to motivate start-ups.

This is the path that Hess Natur is currently taking – for the second time, by the way.

The German market leader for eco-fashion has set up its own website, including plenty of marketing talk.

A so-called circular economy visionary is also involved: Among other things, Thekla Wilkening has to be convinced by anyone who wants to score points with their business idea for sustainable textiles.

Wilkening sits on the jury alongside seven other people, apart from her two other women, including Abir Haddad, presented as a Legal Futurist.

Thorsten Winter

Business editor and internet coordinator in the Rhein-Main-Zeitung.

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The medium-sized company from Butzbach calls the prize “Innovations for Tomorrow Award”.

The company takes responsibility, "not only for nature and our planet, but also for the people who make the fashion".

This is what the Neudeutsch Purpose called short portrait of the company goal says, apart from the necessary striving for profit.

It includes a reference to its own past as a start-up.

shipment of natural goods

Dorothea and Heinz Hess founded their company in Bad Homburg 46 years ago.

It was called “dorothea hess – dispatch of natural goods” – which hardly anyone knows anymore.

The Wetterauers can undoubtedly call themselves pioneers in their field and also market leaders in German-speaking countries.

In the past financial year, sales surpassed the 100 million euro mark for the first time, mainly thanks to good online business.

So why this award?

The question arises, especially since Hess Natur offered a similar prize years ago and then dropped it again almost ten years ago despite considerable success: the title was Humanity-in-Fashion-Award, in line with the brand motto at the time.

According to its own statements, the medium-sized company, which belongs to the Swiss financial investor Capvis, is looking for creative minds who ensure more innovations and further thinking in the value chain, who want to change the fashion industry in the long term.

Whereby the word "sustainable" should have a double meaning: on the one hand with a view to green fashion, on the other hand as a long-term commitment.

Here, too, the “purpose” must not be missing.

“Fair and sustainable fashion must become the standard,” is the goal.

If that sounds flowery, Hess Natur adds prosaically: Those who, in addition to inventive spirit, also have cost-effectiveness and market potential in mind and can offer it should apply.

Last but not least, the Butzbach-based company would like to benefit from promising ideas itself - just like other companies that work with start-ups: This can be figured out by reading the prize website carefully.

The application deadline is this Thursday, although the company has since extended it.

"The procedure is not unusual in the industry," says a spokeswoman.

30 start-ups have applied so far.

Hess Natur intends to announce the five finalists in May.

Three winners should then each get 7,500 euros plus contact with the textile retailer's network.

Without a clear topic

That, in turn, is quite interesting for start-ups, according to an eco-fashion expert whose name is irrelevant.

On the other hand, she complains that Hess Natur does not specify a topic to be worked on.

These could be new substances from plants growing in Europe.

Moreover, the initiative is double-edged.

On the one hand, the award could be interpreted to mean that the company needs new ideas from outside.

Secondly, it is good that the Wetterauers, who are known in their area, are offering the prize and not a company that has little experience with green fashion.

Irrespective of this, it remains to be seen which products will result from the submitted ideas.

The Humanity in Fashion award was always associated with textiles, which soon appeared in the catalog and on the website.

Not all turned out to be big sellers.