Wearable technology is set to supercharge the catwalk. Our clothes are becoming smarter with the integration of stretchable electronic circuits into textiles. The STRENTEX project's ERA Chair action aims to boost the research potential of the Faculty of Technical Sciences, University of Novi Sad, in Serbia. Building on a network of existing international, regional and national partners, as well as SMEs and stakeholders, the STRENTEX project will contribute to the development of patches to monitor health, sensors in baby slings, theranostic wound dressings and other similar products, thanks to establishing the Center of excellence in the field of Stretchable and Textile Electronics and through recruitment of the ERA Chair holder and his team.This project has received funding from the European Union's Horizon 2020 research and innovation programme under the grant agreement No 854194