Max Easton, newly appointed CEO of Smartex, marked his first public appearance in the role with a notable recognition in Stockholm. During an industry event Easton and Smartex co-founder Gilberto Loureiro (who is attended at ITMF and ITMA Asia,) were named “Entrepreneurs of the Year” by H&M Group—an acknowledgment of their smooth leadership transition and ongoing collaboration.
Smartex has been working closely with H&M’s strategic suppliers in Bangladesh and India to implement AI-driven fabric inspection and garment tracking. According to Easton, the company has already scanned over 10 tons of fabric and monitored more than 30,000 garments through large-scale A-B testing. These trials have demonstrated measurable improvements in pricing, production speed, quality consistency, and waste reduction.
H&M CEO Daniel Ervér reportedly saw Smartex installations firsthand during a recent visit to Bangladesh, where production partners showcased the system’s integration. Easton described the experience as a sign of growing trust and momentum, noting that Smartex aims to extend its coverage to 100% of fabric output across modern textile factories.
The company’s signature purple light—used to signal active AI inspection—has become a visual cue for its presence on factory floors. As Smartex scales its operations, the team remains focused on practical improvements that support day-to-day manufacturing efficiency.
