200 students think: how to reduce fast fashion?
Beautiful results
200 First-year students from the NHL Stenden University in Leeuwarden tackled a challenging briefing: how do we get young people away from fast fashion … think big!
It was a so-called Pressure Cooker session: they had only 2 days to come up with and develop their ideas.
Seven beautiful ideas were presented to us. The winner was the idea “Looko,” but what stood out was how well they moved from analysis to a usable idea.
(Some ideas are in Dutch because they were developed by local Dutch students.)
Looko: Scan it, Pair it, Wear it
Two big ideas in one concept: Looko.
First of all, the app: you scan your clothing item and the app will inspire you with fun new clothing matches (style advice).
Result: young people discover fun, new combinations, buy them with their credits, the clothing item stays in use longer, and therefore is not thrown away.
Clothing that is not good enough is referred to the nearest Looko collection machine.
That is a high-tech textile recycling machine that analyzes each clothing item with AI. The machine determines whether the item can still be reused or processes it directly into new fibers for the purpose of recycling. You receive cash or credits for your returned clothing.
(Concept: Amanda Bregenski dos Santos, Sofia Miller, Lucas Tanus Natal, Roman Lysenko, Aicha Kabbab. Denisa Toth)
ReStyle
Young people want new clothes and want to be trendy. That is why they buy so much and preferably as cheaply as possible.
ReStyle is a trendy and hip alternative. It is a swap location and swap app.
You earn credits for turned in clothes, they offer repair workshops, there is style advice and there are fashion shows that show how beautiful second-hand clothing is (and you can buy that clothing directly with your credits).
(Concept: Aron Buzasi, Gloria Põllu, Jiaxin Huang, Luka Liefers, Pedro Francisco Do Carmo, Preslava Kancheva)
BeWear, be ethical, wear your dreams
Second-hand clothing and shops often come across as shabby and old. We want to give young people a positive alternative and thus be a serious alternative to fast fashion.
BeWear is a new store and new brand, that feels like a contemporary, trendy fast fashion store, but without the unethical practices, the environmentally harmful impacts, and production for maximum profit.
(Concept: Marlous Rusche, Tess Benjamins, Roos van Pommeren, Lisa Dijkstra, Yasmine Wiggers, Raoul Gorkink)
TrueWear app
It is impossible to buy affordable, environmentally conscious clothing.
The TrueWear app will fill that gap in the market and brings together all Fair Fashion brands.
Because it is a direct channel, discounts can be offered, making this clothing accessible to young people as well and young people will buy more.
(Concept: Marije Wisselink, Fleur Bonga, Lorraine Veneman, Brecht Hijlkema, Ylva Dallring, Fardau Wijngaarden)
“Out of sight, out of mind” (guerrilla marketing)
By placing transparent containers filled with discarded clothing at well-known Dutch landmarks, this concept makes the impact of fast fashion literally visible.
This reduces the gap between consumer behavior and environmental consequences and confronts the public in a poignant way with the scale of textile waste.
(Concept: Marije Wisselink, Fleur Bonga, Lorraine Veneman, Brecht Hijlkema, Ylva Dallring, Fardau Wijngaarden)
STOP Buying, START Styling
With an interactive two-day school program, young people are made aware of their purchasing behavior and the impact of fast fashion.
During an excursion and workshops with professionals, they discover what happens to discarded clothing and how they can make more conscious choices.
(Concept: Mariam Paasch, Emma Visser, Tran Nguyen, Shima Raufi, Leonardo Cardoso, Trinidad Gallardo Skvarča)
Fast ≠ Fair Week
This concept offers a project week ('awareness week') with daily workshops on fast fashion, in which students actively engage through experiments and creative assignments.
With the guidance of experts, they learn in an active way about the impact and consequences of the clothing industry.
(Concept: Julian Xioa, Ayden van Houten, Elisa Stevens, Brenda de Warm, Alwyn Vogelaar, Ruben Werkhoven)
