TEXTILE DESIGN — INNOVATION — MARKETING — SUSTAINABILITY
Hugo boss x parsons
Circular Systems & Strategy:
An impact incubator to foster critical engagement and research towards circular design practices and global production systems
Challenge:
Teams were to develop a circular design system for menswear, while exploring visual identity, emerging materials, technologies, and supply chain. In achieving these goals our group explored various research methods in design development, prototyping and consumer behavior. We used these strategies to create effective communication strategies for responsible design practices. We needed to enhance ideation practices within a group setting while maintaining a standard of professionalism with our teammates and the Hugo Boss team.
Brief:
Interdisciplinary teams worked together to demonstrate innovative creative systems to inform every stage of our 2D/3D process development. In addition, teams were to build an insightful branding & marketing strategy to incorporate viability and adoption by the Hugo Boss brand. Today’s linear “take, make, dispose” model relies on large quantities of cheap, easily accessible materials and energy. It is a model that is reaching its physical limits with global garment production to increase by 63% by 2030. In 2017, HUGO BOSS joined the Call to Action – a industry effort initiated by the Global Fashion Agenda to lead the transition to a circular economy within the fashion industry
The 15-week, interdisciplinary, studio project, focused on developing and marketing Circular Design Systems for the global menswear brand.
Solution:
We created a fully prepped pitch deck presentation to the executive design team at Hugo Boss Germany. Our presentation included a concept, story, market analysis, growth simulation and process of implementation. Our system broke down the elements of a traditional suit, making each piece interchangeable and able to be recycled. The pieces were to be recycled to be used by other patrons of Hugo Boss. By communicating modernity, longevity and form & function our goal was to turn a traditional German brand into a sustainable brand with contemporary branding.
