Research Background
Our Expectations
In our first meeting as a team, we discussed what we want from this project; what we know and what is our expertise to contribute to team.
Then, We came up with key themes that we all agree on.
Behaviours
Localize
Inspire
Educate
Slow Trend
Imperfection
Based on these themes and our expectations we created 4 project directions
Make "long lasting" cool
Engage & educate people by inspiration
Clothings and products
that age with you
Tell a story through the product
Research
Literature Research
Why People Conform to Fast Fashion?
Since we wanted to tackle fast fashion trends. We wanted to learn why people dispose their clothing frequently. One article showd that people dispose of their clothes for many reasons, with the two most commonlyreported reasons being wear and tear upon the garment and poor fit.
Same article also mentioned that the paramount point on the circular hierarchy is source reduction and reuse, in other words, prevention or reuse of waste. Various ways to reuse garments can include renting, swapping, borrowing and trading.
2
Why People Don't repair and Reuse?
Even if Re-using is most preferred point, why people don't reuse? According to many researchers fast fashion, poor quality garments, low-cost clothing, and impulsive shopping behaviours can discourage consumers from repairing their old garmentsand may instead encourage them to throw them out.
Based on Jain and Diddi's research 3 main keypoints to not reusing and repairings are:
-
Perceived time requirement
-
Cost of repair
-
Required skill amount
Market Research
To get inspired, we looked into other projects and companies that focus on sustainability.
The Rationale
2
Based on our Literature and Market Research we asked 3 HMW Questions
How might we tackle the waste produced by the fast fashion industry?
How might we make the companies more responsible?
How might we encaurage people to reuse their clothing?
References
Diddi, S., & Yan, R.-N. (2019a). Consumer perceptions related to clothing repair and community mending events: A circular economy perspective. Sustainability, 11(19), 5306. https://doi.org/10.3390/su11195306
Diddi, S., & Yan, R.-N. (2019b). Consumer perceptions related to clothing repair and community mending events: A circular economy perspective. Sustainability, 11(19), 5306. https://doi.org/10.3390/su11195306
Fortuna, L. M., & Diyamandoglu, V. (2017). Optimization of greenhouse gas emissions in second-hand consumer product recovery through reuse platforms. Waste Management, 66, 178–189. https://doi.org/10.1016/j.wasman.2017.04.032
Gupta, R., Kushwaha, A., Dave, D., & Mahanta, N. R. (2022). Waste management in fashion and textile industry: Recent advances and trends, life-cycle assessment, and Circular Economy. Emerging Trends to Approaching Zero Waste, 215–242. https://doi.org/10.1016/b978-0-323-85403-0.00004-9
Jain, A. (2021, March 31). Influence of consumption behaviours,... ERA. https://era.library.ualberta.ca/items/647c1be3-984b-454e-9134-c8d92bc6424a
Koligkioni, A., Parajuly, K., Sørensen, B. L., & Cimpan, C. (2018). Environmental assessment of end-of-life textiles in Denmark. Procedia CIRP, 69, 962–967. https://doi.org/10.1016/j.procir.2017.11.090
Sandin, G., & Peters, G. M. (2018). Environmental impact of textile reuse and recycling – A Review. Journal of Cleaner Production, 184, 353–365. https://doi.org/10.1016/j.jclepro.2018.02.266
Zamani, B., Sandin, G., & Peters, G. M. (2017). Life cycle assessment of clothing libraries: Can collaborative consumption reduce the environmental impact of fast fashion? Journal of Cleaner Production, 162, 1368–1375. https://doi.org/10.1016/j.jclepro.2017.06.128