PROBLEM
Circular fashion is needed. As it stands, most fashion products are made from new textiles, sold, worn, discarded and sent, eventually, to landfill (an estimated £140 million worth of clothing goes into landfill annually in the UK), or worse, they are incinerated.
Circular fashion looks to disrupt that linear trajectory, keeping clothing and materials in use through recycling/repurposing/rewearing. To avoid where possible making completely 'new' products and reducing the amount of ecologically harmful waste.
CONTEXT
Decrease the amount of textile waste and create a new system that implements more circular principles within the fashion industry by strengthening the emotional bond between consumers and their clothes (mainly t-shirts). Identi-tee provides a customization service where personalized graphics representative of a person’s life milestones/achievements are printed on t-shirts in order to foster that emotional bond. This could inadvertently reduce waste by increasing the usable lifespan of t-shirts, thereby reducing the amount of clothes purchased and discarded.
It will be centered around an app that also includes several other features, namely a subscription-based vector generator, an online store, and a social platform where users can share designs and give feedback on them.
