Design Project 1 | Domain / Area of Opportunity

The domain that I’d like to focus on is sustainable fashion. Narrowing it down a little more, what I am most interested in is called the attitude-behaviour gap that research showed to occur quite often among consumers. Basically, while many report to care deeply about sustainability, only a small percentage of them actually traduce their values in actions by engaging responsible behaviours.

This area is important/interesting to me because there are tons of unwanted clothes that are kept stored in wardrobes or, worse, end up in landfill. While everyone agree that giving another life to clothes after they are no more wanted is crucial to reduce clothing waste, only few actually take action in this direction.