How can a clothing label be used as a vehicle to encourage sustainable clothing practices, beyond the physical product itself? This was a year-long project where the majority of my time was spent on research, testing and exploration. What started with an interest in sustainable fashion led me into much deeper enquiry.
Firstly, I created and positioned a clothing label in the New Zealand market where sustainability was integrated throughout the brand strategy. ROAD is a streetwear label with a focus on high quality, functional garments that master minimalism and can be worn multiple ways. A significant way to reduce the environmental footprint of clothing is to extend the period in which they are actively worn. ROAD aims to further extend the wearable life of their clothes, not only by informing their customers of better care and repair practices, but by engaging them with the individual journey of their clothing. ​​​​​​​
Secondly, I created a system where individual journey numbers are printed on clothing patches. Customers can enter these into an app to find out where the item of clothing was made and see it's 'pre-purchase' environmental impact. 'Post-purchase', customers have the opportunity to record and share significant memories associated with each item of clothing, whether it is brand new or received second hand. This is the "sisterhood of the traveling pants" concept. Encouraging emotional attachment to an item increases the likelihood that it will be kept and cherished for a longer period of time.
The final visual outcome involved branding, textile print design, photography, editorial and UI design. I also worked with an apparel designer to create a clothing line to fit seamlessly into the brand strategy. This was a great learning experience which demonstrated how thorough research and testing can inform final outcome.
University Honours Project, 2016
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