The motivation behind this Project is to create a point of excellence of the Faculty of Technical Sciences, University of Novi Sad (FTN), Novi Sad, Vojvodina, Serbia, to continuously advance state-of-the-art research, technological innovation and contribution to broader social goals, in the field of Stretchable and Textile Electronics. The Project is set in the framework of the ERA Chair action to simultaneously reinforce the research potentials of the FTN and to create cutting-edge dynamic and sustainable research environment. With the support of the network of existing international/regional/national partners, SMEs and stakeholders, research results will be fruitfully exploited and provide a move from flexible/bendable to stretchable products, defined by the needs of society. These products with a high future market potential, such as human monitoring patches, sensors in baby slings, theranostic dressings, will enable a move from “technology push” to “market pull” and will facilitate involvement of the ERA Chair into “Industry 4.0” revolution. STRENTEX project envisages the following activities: ERA Chair establishment – ERA Chair holder appointment and employment of his/her team members; Raising research profile of the FTN and its staff, thanks to ERA Chair; and Boosting FTN’s innovative capacities and capabilities. Thanks to this Project, disparities in terms of research and innovation performance between Serbia and innovation leaders in EU will be significantly decreased.