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The monster in our closet

A study to understand the behaviour of people with regards to their clothes which they don’t use anymore (previously worn by them)
Browsing Vintage Shirts
In spite of several alternate solutions available, 85% of recyclable/reusable clothes end up in the landfill. In this day and age people don’t realise the kind of waste that is generated due to textile/clothing as they are overshadowed by other problems prevailing in the society. Most of the youth indulge in fast fashion at a higher frequency now; they either don't discard old clothes or discard it in a non-eco-friendly manner. 

An ideal situation would be where the consumer is more aware about his buying pattern and frequency and would be more conscious of what to buy, when to buy, where to buy and how to discard in an eco-friendly and economical manner.

Timeline: 10 weeks

  • Rapid ethnography 
  • Mindmaps 
  • Stakeholder mapping
  • Online survey 
  • Personal interview 
  • In-Store Ethnographic observations 
  • Cultural Probe 
  • AEIOU 
  • Empathy mapping 
  • Journey mapping 
  • Data affinitization 
  • Persona 
  • Eisenhower matrix 
Strategy: Creating solutions for conscious consumers and interventions that lead to less waste and contribute to a Reuse+Recycle consumer mindset. 
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