How big is the delay from high end and exotic materials being used by small cottage brands until it gets adopted by your general consumer retailer?
UL has been a big thing online for many years but only now you're starting to see it leaking to Decathlon for example.
Dyneema has been around the block for a while for packs and tents but it took much longer to be adopted for clothing.

Pic related, King Jornet with what it looks like a custom made dyneema puffy jacket.