A fashion brand that means nature, consumers, technology meet to create sustainable fashion, just as knitwear weaves are connected to form a single garment. So it offers users an experience where they can actively practice sustainable fashion by 3D printing.
Project
Team
Duration
4 Months
Mar 2021 ~ Jun 2021
My Role
Research 25%, UXUI 50%, Branding 25%
Tools
Figma, Illustrator, Photoshop, Cinema 4D
Background
Fast fashion has increased environmental pollution
Sustainable fashion is booming
Sustainable fashion pursues sustainability, regional co-prosperity, environmental and economic feasibility, and social justice. Recently, the fashion industry has recognized the importance of sustainability and is striving toward eco-friendly clothing.
Challenge
How can we reduce the pollution in the fashion industry and make consumers contribute to environmental protection?
Market Analysis
Competitor research
As we conducted the analysis of competitors in this market, We learned that among the core functions, it is important to transparently share the value of belief and sustainability especially for users. And today, customers in the clothing industry put importance on product customization.
Problem
Sustainable fashion is difficult to achieve in terms of production, consumption and marketing
Most of the control over clothing production and transparency lies with companies.
Consumers who practice sustainable fashion are only making efforts at the level of purchasing products.
However, consumers are largely unaware of the sustainability of products.
Contextual Research & Hypothesis
3D printing can allows consumers to actively practice sustainable fashion
We studied the technology, values, and cultural context of the fashion industry, past and present. After exploring the potential of the 3D industry to solve current problems, we developed a hypothesis.
Key findings
Two opportunities for the solution
3D printed clothes using new materials meet several sustainable fashion goals at once
This is a way to reduce factory equipment resources for mass production, because 3D fashion products are produced only in small quantities as needed. Additionally, the 3D printer's ability to print products according to drawings can reduce waste during the manufacturing process.
Customizing size by AI allows users to put into practice the value of sustainable fashion
Customizing size using AI allows users to put into practice the value of sustainable fashionThis is the key to driving sustainable fashion practice, as the process of adjusting sizes and designs empowers users to directly participate in production.
User Interview
What are the factors influencing purchases from sustainable fashion brands?
Goal
Find out what values are important to those who believe in sustainable fashion
Duration
April 2021
Interviewee
3 people who support sustainable fashion and have experience purchasing the products
Subject
What made you support sustainable fashion
Experience of consuming sustainable fashion products
Interview Insight 1
Key factors influencing purchases from sustainable fashion brands
Interview Insight 2
The longer consumers are interested in sustainable fashion, the more they consider values comprehensively
Expert interview
Can clothes made with these future technologies be worn by consumers?
Goal
Increase understanding of the 3D printing industry
Duration
April 2021
Interviewee
A professor in the fashion 3D printing industry
Subject
Current state of the fashion industry 3D printer industry (Implementation and consumer response)
Prospects for the 3D printer industry in the future
Interview Insight 1
Flexible filament, 3D printable and eco-friendly fashion materials
This flexible and elastic material, which has rubber-like properties, may be very useful for the clothing industry as well. In addition, the material is suitable for 3D printing as well.
The eco-friendly flexible filament materials that can be 3D printed can be divided into hybrid type and recycled type. The hybrid type is a mixture of natural materials such as seaweed, coffee, abalone shell, and the recycled type is a filament made using recyclable materials such as plastic bottles, milk packs, and automobile dashboards.
Interview Insight 2
Chainmail knit structure, 3D printing method for tight fabrication
Chainnmle is a structure in which small units are permanently bonded like chains. It outputs fabric through 3D printing. Like ordinary fabrics, it can express the material that flows down on the body shape. Since there is no sewing wire, there is no wasted fiber.
Mutual sufficiency of values
Hybrid material made of by-products from local South Korean manufacturing
By-products of specialties made in each region of Korea are supplied as raw materials for the previously mentioned hybrid materials, achieving a regional win-win situation.
Provide jobs to local workers
It contributes to job creation by hiring local residents. It employs factory personnel in the process of distributing and treating by-products into filaments. It can also provide jobs for couriers who ship and collect goods.
Service
Sustainable fashion created for the earth
MADI is a brand that produces clothes matching the environmental values and fashion tastes of customers, offering sustainable fashion throughout the production, distribution, and consumption process.
Customer Journey map 1: App
Using the app to purchase products and turn back the old clothes
They customize their clothes and purchase this product with the app, and receive it home. Even in the process of throwing away, eco-friendly values are practiced by sending old clothes back to the store that they have worn for a long time.
Customer Journey map 2: Shop
Experiencing the material and product manufacturing process of nodes in the store
I found out that I was worried that there would be a lot of difference between the actual and the simulated results. As a solution to this, a sample kit that can directly touch the material in the store was placed, allowing customers to have higher brand reliability.
Information Architecture
App structure
Serive system map
To create a sustainable fashion experience
There are two routes for customers to experience our service: apps that perform core functions and stores that support them. Finally, delivery is operated by local personnel to achieve a combination of environmental, economic, and social characteristics that are the characteristics of sustainable design.
App icon
'A' of word marks indicating knot twists
The three vertices of A which respectivly symbolize 'MADI', humans, and the environment connect people with nature through MADI.
Icon design
Line icon of twist and elasticity
The icons used in the app symbolizes the knot shape.
Visualization
Brand Value & Design Principle
Making and wearing clothes that fit users’ own values and fashion tastes, they realize that they are connected to people and the environment, so that they contribute to positive future.
Brand universe
We Wear New One We Wear New Sustainability
Body
