écru ”CREATIVE MINDS THINK DIFFENRENTLY... BUT SUSTAINABLY”
group 1 anne-line bo stefansen daniella zogogianis kirstine dahl dea marcela
Year 2025 we are in the future, 2:0:2:5, now is the time when we have moved away from the negative mass-production ways of 2:0:1:5. We are in a moment where communities and consumers understands the consequences of living the way we did before, and that we simply can’t survive if we do not do things differently. People are thinking “I cant imagine living the way we did before, it’s insane!” - It’s a clear shift in mindsets, because we have come to understand what we did not understand or see before. More is a bore - and too much! Simplicity & Essentialism is now a lifestyle, but it does not mean that the need for new is gone. Contrary. Now is about getting the most out of the simplest things, in new ways and within new functions. Meaningful functions are the new black - to quote a great thinker “Going back to simpler life, is not a step backward” - Yvon Chouinard. 2025 offers doing things slow, simple in a innovative and creative way. The opportunity to re-invent yourself in a conscious manner is the most attractive part of life.
vision ”we buy because we can” - and that’s a fact! The vision is to revolutionize the wardrobe, by building the perfect bridge between our LAB and fashion department, to give you a feel-good sustainable wardrobe. We focus on the essential, basic needs in a wardrobe, and making them multifunctional, so you at home have various options for each piece We pride ourselves in crafting geniousand revolutionary design products in our LAB. With careful consideration for sustainability - écru is commited to minimize the environmental impact and thereby ending the loop in fashion.
How might we‌ How can we create appealing clothing, that is able to close the loop in fashion a innovative way, that survives in peoples wardrobe for a longer time than one season. And still be able to cover the consumers need for buying new products?
wardrobe study
We started out making a questionnaire, to get an idea, of what kind of basic pieces, colors, fabrics are typically found in a wardrobe. To supply our answers, we looked into various articles about the basic wardrobe, and essential pieces.
Form We focus on the essential, basic items in a wardrobe. To for fill the need of renewing your wardrobe, the pieces are designed to be multifunctional. Thereby the user can customize the pieces as how they prefer
Materiale While looking into the future, we sometimes need to look at the past. Materials as organic wool and cotton, are popular for a reason, which we find extremely valuable. Therefor we aim to use the best qualities, that are guranteed a long lifetime.
LAB SCENARIO WE WANT TO CREATE A SPACE FOR INNOVATION , COLLABORATION, CROSS DISCIPLINARY KNOWLEDGE & SHARING, AND A PLACE WHERE EVERYTHING BEGINS FROM THE TINIEST ELEMENTS. WE BELIEVE THAT CREATING SUCH A SPACE OR A LABORATORY, ALOWS FUTURE IDEAS TO BE BORN IN NEW WAYS, AND THIS IS ESPECIALLY NEEDED IN THE FASHION INDUSTRY. THE LAB IS THE BRIDGE BETWEEN DESIGN, INNOVATION, USERS AND A POSSIBILITY FOR EXITING NEW COLLABORATIONS BETWEEN COMPANIES AND OUR LAB. ITS IMPORTANT IN THE LAB TO BE INNOVATIVE & CREATING NEW SUSTAINABLE SOLUTIONS FOR THE FASHION INDUSTRY. IN THE LAB WE CAN SEARCH FOR THE BEST POSSIBLE WAYS TO CLOSE THE LOOP IN FASHION AND STILL CREATING BEAUTIFUL PIECES THAT PEOPLE WILL ADORE.
 
new functions
the . essentialism
high qualities
future lab raw natural colouring
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FUTURE SCENARIO
material innovation
MOOD
new combinations
future scenario . zero shopping . slowed down . new fashion solutions . technology vs. tangible . material re-evolution . material innovation . re/invention . closed loops . simplicity . minimalist to the core . past values integrated . cross disciplinary collaborations . biomimicry . learning from nature . learning from science . capsule wardrobe . essentials . observing through a lens . creativity . possibilities . the future is here .
PERSONA SCENARIO . OUR PERSONE LOVES TO BALANCE THE “CONSUMPTION” AND “MEANINGFUL FUNCTIONS” IN NEW WAYS. THIS PERSONA IS A 20-35 + SHE. SHE EMBRACES THE NEW. SHE IS AN OPEN MINDED INTELLECTUAL, SELF CONSCIOUS ABOUT FASHION, QUALITY, PERSONAL STYLE AND STANDS FOR A MAXIMUM LASTING CONSUMPTION. SHE WANTS TO CLOSE THE LOOP IN HER WAYS OF CONSUMING, BUT STILL HAVING THE OPPORTUNITY TO EXPRESS HERSELF. SHE SEES THINGS IN NEW WAYS AND LOVES WHEN SHE CAN EXPRESS THIS IN HER LIFESTYLE.
PRODUCTION
LAB
DESIGN
Building the PERFECT bridge between our LAB and fashion /design department, to create the best garment solutions for a better future. RAW and natural materials. dyed with colouring developed in the lab. Natural colouring. Bio-degrable textile fibers. Close collaboration between Lab and Design dep. is key. New solutions created by innovationg, eksperimenting and deep studies og users needs and behaviours.
Only raw - non pre-dy Textile + dye + garm to minimize resources No waste production, Certified suppliers, cre Close collab with supp on knowledge from la We care for the enviro selected from animal our high standards for
develpments
life cycle of our ecru gament
manuf
supplier disposal
ĂŠc
recycling
DISPOSAL Bio-degradable fibers in textiles. LAB researches in new ways of renewing the fibers, so the life of fiber could be reused and extended again and again.
us re-dye
RECYCLING ,RE DYE, REUSE All the garments are recyclable, as the styles are carefulle made to be recycled. The re-dye option is to give the consumer the chance to
dyed/bleached/treated textiles in the collection. ment prodction same place es. n, all left overs will be used in production. credibility, transperancy. ppliers, all production’is based lab/design department. ronment and all fibers are carefully al production that is ceertified to meet or care and qualities.
MARKETING Our branding/marketing department develops all the needed information for our consumers. Identity goes hand in hand with our universe, where we believe that the right and refreshed way of communicating fashion, is absolute. We brand our selves on creating timeless, essential, meaningful and seasonless fashion with passion for a better future. The digital platform is future, but we strongly belive that the physical shop is essential to cover the consumers needs for tactility and experiencing the brand as a whole.
production
ufacturer
distribution
distributor
écru
user CONSUMPTION
use
USE
“We buy because we can” - and that’s a fact! The vision is to revolutionize the wardrobe, believe that we have to reinvent the way we consume, still having the need for new covered. We want the consumers to see fashion through a new lens, and see the unlimited possibilities that are to be found in a counsious way of bying products.
The écru garments are created to be worn more than once. The clothes are easily changeble. The consumer can change the look of the garment with the new detail developments ex. magnet - accessories. The consumer can change the overall look easily, by choosing by own choice the new colour, the garment can be dyed in, Only by choosing the colours from the collection library. The consumer can deliver back the garment for dye or recycling.
Building the PERFECT bridge between our LAB and fas This gives us the possibility to create the best
LAB LAB looks into the past and into nature for inspiration for future developments. - examples nature values and essential values as inspiration, is the key element for the lab’s way of gaining understandig and new knowledge. dye - innovations / development for garment colouring innovation of extending life of bio-degrable textile fibers. biomimicry New solutions created by innovationg, eksperimenting and deep studies of users needs and behaviours. = new resourceful knowledge we can not live without to survive in the fast changeing world, and to create products that
ashion /design department, is key for our concept. st garment solutions for a better future.
DESIGN DESIGN dep. looks into past, present, future and the trending issues for future developments. - examples essential wardrobe studies re-definig basics meaningful & multifunctional garments that are simple and aesthetical appealing RAW and natural materials for shapes and styles a counsious and coherent strong identity life-proloning styles that are to be worn over and over. still covering the need for buying new.
Wool combinations Tightness Teture effects Folding and changable
Knitting machine Fully fashion
all colors are carefully extracted from natures elements, and every color chosen in our collection will be able to mach with the future colors in our collection
Color collection
Basic collection colors
Added collection colors
écru
“Ecru” describes the shade greyish-pale yellow or a light greyish-yellowish brown. It is often used to describe such fabrics as silk and linen in their unbleached state. Ecru comes from the French word écru, which means literally ’raw’ or ‘unbleached’.
main collection colors
DISPOSAL OR RECYCLING IF THE CONSUMER DOES NOT WANT TO SEND US BACK THE GARMENT FOR RECYCLING OR RE-DYE FOR A NEW LOOK, THEN NO WORRIES, THE GARMENTS ARE MADE FROM BIODEGRABLE IBERS .
écru
COLOUR / DYE CONCEP CLOSED LOOP
BACK TO THE SHOP RE DYE = LIFE PROLONGING CONCE
THE CONSUMER HAS NOW THE POSSIBLITY TO CHOOSE A COL. FROM OUR CAREFULLY DEVELOPED COLLECTION COL
THE CONSUMER HAS A NEW LOOK, NOT NEEDED TO BUY MOR STYLES FOLLOWS TREND
PT
EPT
OLOUR LIBRARY
ORE.
BUY & USE THE CONSUMER BUY’S OUR GARMENT, NOT DYED OR TREATED. WHEN CONSUMER NEEDS NEW OR THERE’S A SPOT ON THE GARMENT, THEY CAN RETURN IT TO écru’s DEPARTMENT STORES FOR A NEW LOOK AND COLOUR.
easily changable styles that gives you the possiblity to change your look over and over.
LIFE PROLONGING CONCEPT