fun longevity
ONLY, part of Bestseller, was founded in 1995 and is a leading international denim brand for young women. The brand operates in over 4500 stores worldwide and aims to become the number one denim brand globally.
ONLY is a global Danish fast fashion brand known for its trend-forward and classic express collections. Competing with high-street brands like ZARA, MANGO, and H&M, ONLY faces a growing consumer concern over overconsumption and environmental impact. This project focuses on creating transparency and sustainable design solutions for ONLY.
How can ONLY integrate a circular design concept to include its target audience in a community?
How can circular design reduce waste in the clothing industry?
How can the positive impact of redesigning ONLY's products be communicated to the target audience?
This project willfocus on a single circular method to initiate a concept that can evolve into a larger circular system at ONLY. Emphasis on design solutions during the consumption phase to create longevity, with future possibilities in the end-of-life phase.
The project explores ONLY’s brand identity, market situation, and sustainability strategies. Theoretical sections covers circular design, upcycling, repair as a service, and community building within branding, supported by trend research.
community, customization, circular
Circular design, inspired by the cradle-to-cradle concept, aims to create a system where waste is nonexistent -which is the biggest problem in the linear model of fast fashion. Methods include re-use, refurbish, repair, remanufacturing, and recycling.
Involving consumers in the design phase can increase product value and brand loyalty. Repair services can extend product life and reduce waste. Upcycling techniques can transform old styles into new, trendy items.
Creating a community between the brand and its target audience can foster loyalty and trust. Engaging consumers through events and workshops can enhance their connection to the brand and promote sustainable practices.
ONLY targets fashion-conscious women aged 18-34. The focus group for the circular design workshop will be young, trendy, and environmentally aware individuals aged 15-22.
ONLY us and the future
The ONLY US initiative offers repair workshops where consumers can upcycle their outdated styles using leftover materials from ONLY’s production. Techniques like 'Create holes,' 'Pearl attachment,' 'Tie-dye,' and 'Stitching/Patchwork' cater to various style preferences and promote creativity and sustainability.
ONLY US integrates a circular design concept that includes the target audience in a community, promoting sustainability and reducing waste. The initiative aligns with ONLY’s brand identity and sustainability goals, fostering loyal customers and positive brand perception.
Continually developing inspiration techniques and engaging the community can maintain interest and loyalty. Techniques like 'Colour splash' using natural dyes can further enhance sustainability.
ONLY US aims to create a community around circular design, involving consumers in sustainable practices and extending product life through upcycling and repair workshops. This initiative aligns with ONLY’s commitment to transparency and sustainability, enhancing brand loyalty and environmental responsibility.
Thanks to ONLY.
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