Industry Fashion

Challenge This project seeks to explore how we might extend the lifecycle of clothes and leftover textiles. Initially, Samsøe Samsøe asked for help looking into what value CSR had amongst millennials living in urban areas with the goal of learning more about how Samsøe Samsøe should communicate their sustainability efforts.

Insights Millennials appreciate companies that walk the talk; they're a sceptic generation that values authenticity, wants to act in accordance with their ethical and moral compass, and feels great responsibility in regards to their role in fighting social injustice and climate change. However, millennials lack the right tools to make informed shopping decisions.

Solution I designed an updated shopping experience to blur the lines of the digital and analogue world, adding an AI and ML powered module to their webstore and making the origins of the textiles used accessible to the shopper.

Through a QR code added to the wash labels in the clothes, in-store shoppers would be able to access information on the garment in question. Over time, the module, powered by AI and ML, would learn what information the shoppers seek the most, and adjust the order of information accordingly.

Lastly, I proposed that Samsøe Samsøe set up a service for customers to hand in their worn-out denim garments. These could, for example,  be repurposed in the Samsøe Samsøe stores as fitting room curtains, which I prototyped with leftover wood scrappings.

Year 2023
Timeframe 4 weeks
Type Strategy, Creative Concept