This chapter explores sustainable strategies within the Textile Industry (TI), focusing on integrating natural fibres as a key driver of environmental and economic performance. Using Elkington’s Triple Bottom Line (TBL) framework—encompassing social, environmental, and economic pillars—this work highlights the pivotal role of circular economy (CE) principles in pursuing a more sustainable textile sector. Although CE practices alone are insufficient to address the industry’s environmental challenges, using natural fibres, such as linen, emerges as a complementary solution. The European Union (EU)’s Strategy for Sustainable and Circular Textiles underscores the potential of natural fibres to reduce the ecological footprint of textile production. This chapter presents a comprehensive case study of a Portuguese linen business, illustrating how sustainable practices can provide both environmental benefits and competitive advantages. An innovative business plan is proposed as a key outcome, detailing how adopting natural fibres and circular practices can foster long-term competitiveness in the TI. The discussion concludes with strategic recommendations for the sector to embrace sustainability while maintaining economic viability.

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Sustainable textile industry,Natural fibre,Circular economy,Triple bottom line framework,Business-model innovation

• Economics and Business - Social Sciences
• Other Social Sciences - Social Sciences