Anne-Laure Descours is new Haelixa Board member

(CONNECT) Anne-Laure Descours has joined the Board of Haelixa in the canton of Zurich. According to a company press release, the French national will be key in advancing transparency and trust in the fashion and textile industries with Haelixa’s technology for textile traceability through embedded DNA markers. Descours is expected to give a decisive boost to the scaling of this technology for recycled and premium fibers as well as finished products.

The industry expert, whose appointment was advocated by Haelixa’s CEO Patrick Strumpf, held a Board position at Puma as Chief Sourcing Officer until May 2025. Since then, she has been working for the globally active German sporting goods manufacturer as an external consultant on sustainability and the circular economy from Hong Kong, where she has been based for many years. She was also recently appointed Director of the Board of the Canadian company Gildan Activewear. Descours has taken a leading stance on responsible supply chains within leadership forums such as Zero100.

The company states that the “respected and passionate industry leader” Descours sees Haelixa’s physical traceability technology as an opportunity “to solve material and product verification challenges for brands and manufacturers”. She will “facilitate closer partnerships between Haelixa and leading manufacturing groups within global supply chains”.

“Our biggest challenge is getting our solution to the right people,” comments CEO Strumpf, explaining his reasons for pursuing this cooperation with Descours. “We found it easy to run pilots with sustainability teams, but didn’t manage to jump across to the sourcing teams and therefore establish recurring business.” Bringing the experienced Descours into the company helps Haelixa to pursue its stated vision of becoming “the most trusted platform for end-to-end product traceability”. ce/mm