The real reasons new materials struggle to break through

A recent Guardian article featuring Irma Del Valle Nachon, Circularity Lead at Breathe Architecture put words to something we’ve long observed in the industry: even the most well-intentioned projects struggle to specify alternative materials.

In the article, Irma named the core challenges new materials face — and suddenly, the conversation felt very familiar.

Not just because we’ve heard similar feedback from clients and specifiers, but because it echoed what we’ve experienced firsthand. Her perspective became a bit of a lightning rod internally — sparking deeper reflection about the role we play, and how we’re tracking against the barriers that are keeping innovative materials on the fringe. Naming those challenges gave us a moment to check in — and a quiet sense that we might be on the right path.

So what exactly are the barriers that come up time and time again?

1)Cost
2) Perceived risk
3) Unfamiliar aesthetics.

We’ve felt those same pressures — and we get why they exist. But instead of slowing us down, they helped define our direction. They forced us to get clearer on what matters.

So here’s what most people assume — and what’s actually true.

1) Cost
There’s a common assumption that innovative + sustainable equals expensive — but we don’t see it that way. We’ve worked hard to ensure our timbers are priced comparably to conventional hardwoods. Our goal is accessibility, not exclusivity. While some applications naturally carry variation, we’re often most competitive where others aren’t: in larger profiles and wide-format sections. That’s where our material efficiency and engineered format really shine.

2) Risk
Yes, it's timber — but no, it's not risky. Sometimes the natural behaviour of timber gets mistaken for a flaw, or seen as a risk unique to new materials. But our material doesn’t introduce new risks — it works within timber’s known characteristics. In fact, the engineered format adds strength, stability and predictability. The technology is backed by a decade of R&D, global manufacturing partners, and local proof points. Our material meets performance spec for public buildings, commercial interiors, and even the most sensitive indoor environment. We’ve done the heavy lifting. The only thing left to do is show you how easily it fits into your next project.

3) Aesthetics
Crafted Hardwoods doesn’t try to look like something else. It looks like timber—because it is. And we don’t shy away from timber’s natural character — we embrace it. Our material celebrates variation and story, while still meeting the visual expectations of high-end commercial and residential projects. It feels honest, and distinctly Australian. And while performance matters, so does impact. Our material stores carbon, upcycles low-value resources, is certified to FSC and PEFC standards, avoids harmful chemicals and is designed for longevity, with multiple lifecycles in mind.

We’re not doing things the traditional way—and that’s kind of the point.

Our material doesn’t tick the usual boxes or follow the standard playbook. Instead, it leans into possibility—proving that there’s more than one way forward. It’s built on transparency, honesty, and a commitment to doing things differently, for all the right reasons.

We’re here to offer a smarter way forward—one that fits into how the industry works, but moves it in a better direction. With a strong foundation behind us, we’re here to makes “sustainable” more doable.

And we’re just getting started.

If you’re ready to rethink materials, we’d love to show you how Crafted Hardwoods fits in.
Because the question isn’t can we do better — it’s why aren’t we already?