The damages of the textiles and apparel industry are well documented. Fibre choice has a significant impact. Biomaterials show strong potential for supporting material flows that sustainably integrate waste (Circular Economy); however, their adoption is challenging for brands and suppliers. This qualitative case study investigated brands' and suppliers' experiences, needs, and wishes for a digital procurement platform. Results found four key issues: honesty and transparency in business, a lack of standards, data burden, and communication challenges currently harm the adoption of biomaterials. If developers of the so-called ‘Industry 4.0’ procurement platforms can provide the information needed for decision-making, minimise the burden of maintaining evolving datasets, and facilitate the exchange of swatches, samples and final orders, digital platforms could positively contribute to adopting biomaterials in the textile industry.