Source: ScienceDaily
Summary
Researchers investigated how the design of upcycled garments affects consumer perceptions of sustainability. The study found that consumers tend to associate certain design elements with sustainability, such as visible stitching, uneven hems, and the use of recycled materials. The researchers also identified three key design strategies that can enhance the perceived sustainability of upcycled garments: emphasis on material origins, visible labor, and aesthetic simplicity. According to the study, these design elements can increase consumer willingness to pay a premium for sustainable clothing.
Our Reading
The trend returns with a new name. Upcycling, the practice of transforming old or discarded materials into new products, has been a staple of sustainable fashion for decades. Designers like Ann Demeulemeester and Martin Margiela have long incorporated upcycled elements into their collections. The “visible labor” design strategy, which highlights the craftsmanship and effort that goes into creating upcycled garments, feels particularly familiar. It’s a tactic that’s been used by brands like Patagonia and Reformation to emphasize the value of sustainable manufacturing. The study’s findings suggest that consumers are willing to pay more for clothing that tells a story about its origins and production process.
Author: Evan Null
