Producing durable clothing and providing services for garment longevity and extending use phase while addressing the issue of fluctuating body sizes.
Long description
Durability of garments has a strong relation with over consumption and frequent disposal. Size and fitting issues have been amongst the most common causes for disposal of garments. These are more prominent with women’s clothing than with men’s, due to the challenge of adapting with their bodies. Aging, lifestyle and hormonal changes in women seem to be the primary reasons behind weight gain, metabolism and changes in their body shapes. These frequently affect the life of garments which become piles sitting at the back of the wardrobe only to be donated or thrown. Ready-made garments generally do not fit well due to real life body sizes being different from set standards. Also, these do not allow for changes as per user’s fluctuating size.
These issues will be tackled by developing a brand that offers classic clothing with adjustable elements. These will allow flexibility of size variations without compromising on their aesthetic appeal. Initially the line will be designed as 3D virtual garments and displayed on social media. And will only be produced on order. As an extension, the brand will also provide a service for restoring old garments. Here, clients will have an option to send us the garments which no longer fit them for us to redesign and reconstruct them in an interesting manner – with added future adjustability. User participation will be used for understanding of body size issues and requirements to drive the brand product development.
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