Environmental and financial factors are leading developments in the automotive industry and friction materials are no exception. Different organizations around the globe are increasing their attention on fine dust emissions. End users are more and more focused on comfort and cost due to global economic conditions.Two of these factors are directly related to each other: comfort and fine dust. They are the result of tribologic mechanisms resulting from pad and disc wear. These mechanisms linked to friction performance are the consequence of the interaction between friction material surface and disc surface. This interaction forms the third body layer and extensive studies have been carried out on this.This paper describes a detailed characterization of a new group of developed fibres. This new family of fibres has been specially engineered to offer an enhanced friction material surface reinforcement due to the specially designed aspect ratio. It has also been designed to maintain the most stable third body layer development to keep boosting friction level. Disc wear can be reduced thanks to its special chemical composition. The paper offers an explanation of the role of fibres in friction and it presents a proposal for a functioning mechanism in friction materials. Friction efficiency, wear and noise have been tested in a NAO copper-free formulation.The paper demonstrates how - by using these new fibres - it is possible to increase the friction level without affecting wear and it explains the mechanism behind this This offers an alternative to enhance friction performance or to reduce wear and dust emissions. This study shows how these fibres can improve wear (dust emissions) and noise as a cost effective alternative to current commercial products. The paper addresses three industrial challenges: wear, comfort and cost.