Yu-Hsuan Jamie Chen MFA Graphic Design Thesis
CLOTHING CYCLE MFA Graphic Design Thesis Project Academy of Art University School of Graphic Design San Francisco, CA Designed and written by Yu-Hsuan Jamie Chen yhchen7782@gmail.com 415-606-2641 jamiechen-design.com For more information: clothing-cycle.com
Š 2015 Yu-Hsuan Jamie Chen. All rights reserved.
CLOTHING CYCLE A new way to help consumers recycle unwanted clothes and distribute them to crafters and artists who use fabric to create amazing merchandise.
CLOTHING CYCLE
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Foreword
Like other young people in my generation, I use clothing to express a part of who I am. As time goes by, I find myself losing interest in some pieces that I used to love. Instead of hanging there in the corner of the closet, where should they go? I know that if I throw them away in the trash, they go straight to the landfills, and it’s not good for the environment. Another option is donating them to charities. However, it’s always a big headache to travel to the locations and drop the clothes off. I started to wonder whether there is a way to make the process easier and more interesting. Moreover, clothes don’t need be clothes forever. They can be given a second life as something creative and fun. I want to create a method to not only help the environment but also to make old clothes shine again. I love the world of fashion and, most importantly, I love our planet Earth. With my skill in graphic design, I believe I can improve the clothing waste issue and turn it into a positive cycle of creativity.
CLOTHING CYCLE
CONTENTS
1 p.2
10
BACKGROUND Clothing Waste
2
RESEARCH
p.10
Defining the Problem
p.17
Opportunity Gap
p.18
Target Audience
p.22
Attending Maker Faire
p.27
My Direction
RESEARCH
3
DEVELOPMENT
p.34
Naming the Project
p.39
Visual Language
p.46
Design Process
4
DESIGN SOLUTION
p.56
Identity
p.63
Website
p.100
Boxes and Envelopes
11
RESEARCH
BACKGROUND Clothing Waste
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CLOTHING CYCLE
Clothing Waste
Today’s economic growth has come to depend on the continued marketing of new products and the disposal of old ones, which are thrown away simply because stylistic norms promote their obsolescence. When it comes to clothing, the rate of purchase and disposal has dramatically increased, so the path that a t-shirt travels from the sales floor to the landfill has become shorter. How much clothing do we really waste? The US Environmental Protection Agency showed that approximately 13 million tons of clothing waste is generated each year in the United States, amounting to approximately 70 pounds of waste per person per year. About 5% of all landfill production is textile waste. The interesting thing is that there is massive demand for used clothing, reprocessed fibers, and cloth wipes. The recycling industry cannot get its hands on enough material to keep up with this demand. However, the recycling industry reclaims only 15% of the total textile waste that is produced, and the additional 85% goes straight to landfills. The tragedy is that over 90% of that textile waste is perfectly recyclable. It just never gets to the recycling companies.
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BACKGROUND
70 lbs
Total clothing waste each year in the US
Clothing waste per person per year
13
million tons
Only
15%
85% goes to the landfills
Over
90% of waste is recyclable
are recycled
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BACKGROUND
According to research, the average American woman wears 20–30% of her clothing 80% of the time. For many of us, not just females, the same items are on rotation—leaving the majority of items in our closets unworn, untouched, and unloved. The word “waste” is truly appropriate. It’s like having a pantry full of food and only eating 20% of what’s in there, leaving the rest to rot and waste. We should think about all the good uses those clothes could be put to, if not by you then by someone else who could enjoy them and get good value out of them. Moreover, in order to produce those clothes, a large amount of resources is needed. For example, it can take 700 gallons of water to grow enough cotton to produce one t-shirt, and the crop itself is highly dependent on pesticide use. If we take into account how many emissions are released into the atmosphere, there is a huge amount of pollution involved in some textile manufacturing processes.
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“SINCE 1980,
BACKGROUND
THE VOLUME OF U.S. CLOTHING CONSUMPTION HAS QUINTUPLED. —U.S. Environmental Protection Agency
”
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RESEARCH
RESEARCH Defining the Problem Opportunity Gap Target Audience Attending Maker Faire My Direction
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CLOTHING CYCLE
Defining the Problem
There are many ways to recycle clothes, including donating, selling, swapping, reusing, or repurposing. So, why do people still throw clothing into the trash? From a study of factors that influence clothing disposal behaviors, I found out a key factor: “Consumers dispose of unwanted clothing in different ways based on different factors. Those influenced by convenience tend to discard unwanted clothes.” Convenience is an important factor to recycling. People are most concerned about taking too much of their time and energy. No matter how many resources of clothing recycling there are, they won’t be successful without convenience. Motivation is also another factor to clothing recycling. From my survey and interview, I discovered that most of my audiences are not motivated to donate and recycle clothes. It’s considered an extra task that’s difficult to finish.
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RESEARCH
Survey I did an online survey that gathered results of how respondents handle their unwanted clothes.
THE PERCENTAGE OF PEOPLE WHO ALWAYS RECYCLE OR REUSE UNWANTED CLOTHES.
35% male
65% female
NO 54%
Age group: 18–24
19%
25–30
68%
31–39
11%
40–50
2%
YES 46%
THE REASONS WHY THEY DON’T RECYCLE OR REUSE.
not convenient, time consuming
84%
laziness, no motivation
61%
don’t care
13%
items are too old
37%
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CLOTHING CYCLE
Interview I sat down with my interviewees and asked them their personal experiences with the issue.
I never had the time to drop off my old clothes at Goodwill. They ended up in the trash.
Donation locations are too far from me. Is there an easier way to get rid of clothes?
Nothing interests me about donating clothes.
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RESEARCH
CONVENIENCE AND MOTIVATION ARE THE KEY FACTORS THAT INFLUENCE AUDIENCES’ DECISION TO RECYCLE OR DONATE USED CLOTHES.
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RESEARCH
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RESEARCH
Opportunity Gap
During the research, I came across a place called Scrap. It is a non-profit creative reuse center, a materials depot, and a workshop space founded in 1976 in San Francisco. Scrap accepts donations of all kinds of materials, such as brushes, paper, books, foam core, fabric samples, etc. And, I realized there is no creative reuse resource for clothing. I contacted 34 artists and crafters who create repurposed products using secondhand clothing. They receive materials mostly at thrift stores or from friends and family directly. In addition, more than half of them are looking for more resources for materials. As a result, I decided to create an online platform that not only provides clothing as materials but motivates people to recycle their unwanted clothes in the US.
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CLOTHING CYCLE
Target Audience
The first group in the target audience is people between 20 to 35 years old. In this age group, 89% are active online. Also, according to research done by Mariachiara Colucci and Daniele Scarpi, consumers within this age range represent a significant group for fashion purchases. And, my survey result shows they often get rid of clothes due to changes of style. The second group in the audience is artists and crafters who are looking for more resources for clothing as materials.
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RESEARCH
THE MAIN REASONS WHY 20 TO 35 YEARS OLD PEOPLE GET RID OF CLOTHES. change of style
72%
change of size
22%
items are worn off
49%
free some space other
9% 5%
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RESEARCH
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CLOTHING CYCLE
Attending Maker Faire
Attending 2014 Maker Faire gave me the opportunity to talk to people who are dedicated to creative reuse. By asking questions and seeing many different ways to repurpose clothing, I was able to get the help I needed to continue on my project.
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RESEARCH
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RESEARCH
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RESEARCH
My Direction
After the research, I decided to create an idea of a new business which keeps the perfect cycle of reused clothing. This business has an online and a physical presence. The main goals are: • Simplifying the recycling process by providing free mailing boxes and envelopes. • Motivating consumers by giving rewards based on the amount of used clothes they send in. • Promoting the creative use of repurposing by helping crafters and artists get the materials they need and providing a marketplace for their products.
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“THE WORLD’S JUNK
RESEARCH
IS A CREATIVE MAN’S TREASURE. —Steve Supple, American Author
”
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3
DEVELOPMENT
DEVELOPMENT Naming the Project Visual Language Design Process
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CLOTHING CYCLE
Naming the Project
The first step in this phase was to find the appropriate name of the project. I started with a list of keywords to explore possible names and combinations. Clothing Cycle didn’t come into the picture until later in this stage. It became clear that the name was not only great for conveying the idea of reuse but also an opportunity to utilize a circle as a main graphic element.
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DEVELOPMENT
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DEVELOPMENT
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DEVELOPMENT
Visual Language
After choosing Clothing Cycle as the name for the project, I decided to use a circle as a main element. Overall, I wanted the visual language to be modern and fun, with a hint of craftiness. In addition, the feel of the project should be warm and approachable, in order to deliver the message to my target audience.
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DEVELOPMENT
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DEVELOPMENT
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DEVELOPMENT
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CLOTHING CYCLE
Design Process
My main deliverable was a website with a video that explains how Clothing Cycle works. The project gave me a great opportunity to sharpen my web coding skills and learn to create motion graphic videos.
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DEVELOPMENT
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DEVELOPMENT
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CLOTHING CYCLE
02
DEVELOPMENT
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“DESIGN NEEDS
DEVELOPMENT
A NEW RELATIONSHIP WITH THE WORLD, ONE THAT IS MORE FOCUSED ON OUR PLANET’S NEEDS. —Yves Béhar, Swiss Designer
”
53
4
4
RESEARCH
DESIGN SOLUTION Identity Website Boxes and Envelopes
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DESIGN SOLUTION
A NEW SUSTAINABLE WAY TO BE CREATIVE. Clothing Cycle is a design solution based on my research, survey results, and interviews. It has both an online and a physical presence. It helps consumers recycle their unwanted clothes with convenience and distribute them to artists and crafters who create one-of-a-kind repurposed products.
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CLOTHING CYCLE
Identity
Each mark of Clothing Cycle’s identity has different purposes. The primary lockup is the main mark that is used in video and infographics. The horizontal mark is used on the website, stationary system, or any horizontal spaces. The icon is used in tight spaces and as a supportive mark.
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DESIGN SOLUTION
PRIM ARY LOCKUP
ICON M ARK X
11.5X
7.75X
HORIZONTAL M ARK
2.5X
X
1.4X
0.3X 0.5X
COLORS C: 1 M: 73 Y: 73 K: 0
C: 30 M: 0 Y: 6 K: 0
R: 239 G: 106 B: 7 7
R: 173 G: 224 B: 236
PMS: 7416 C
PMS: 304 C
HEX:
HEX: AEE0EB
C: 2 M: 37 Y: 38 K: 0
C: 0 M: 0 Y: 10 K: 0
R: 243 G: 174 B: 149
R: 255 G: 253 B: 233
PMS: 487 C
PMS: 0131 C
HEX: F2AD94
HEX: FEFAE8
C: 92 M: 50 Y: 42 K: 17
C: 53 M: 57 Y: 61 K: 29
R: 0 G: 98 B: 117
R: 105 G: 89 B: 81
PMS: 315 C
PMS: 7505 C
HEX: 036174
HEX: 695951
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DESIGN SOLUTION
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DESIGN SOLUTION
Website
There are two main parts of the website. One of them is for people to order containers to put their unwanted clothes into in order to send them to Clothing Cycle. The other part is the marketplace for secondhand clothing and repurposed crafts. It is important to create a good user experience so that information will be easy to find.
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CLOTHING CYCLE
HOME
ABOUT
VIDEO
INFOGR APHICS
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SEND CLOTHES
SHOP
SECOND-HAND CLOTHING
ORDER
CLOTHING A
CLOTHING X
CONTAINER
DE TAIL S
DE TAIL S
ORDER RECEIVED
DESIGN SOLUTION
REPURPOSED
WORKSHOP
CR AF TS
BLOG
CONTAC T
PRODUC T A
PRODUC T X
BLOG
DE TAIL S
DE TAIL S
POS T
SELLER A’ S
SELLER X ’ S
MY
PAGE
PAGE
ACCOUNT
WISHLIS T
SHOPPING C ART
CHECKOUT
HELP
ORDER RECEIVED
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CLOTHING CYCLE
HOME
ABOUT
VIDEO
INFOGR APHICS
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SEND CLOTHES
ORDER CONTAINER
ORDER RECEIVED
SHOP
DESIGN SOLUTION
REPURPOSED
WORKSHOP
CR AF TS
BLOG
CONTAC T
PRODUC T A
PRODUC T X
BLOG
DE TAIL S
DE TAIL S
POS T
SELLER A’ S
SELLER X ’ S
MY
PAGE
PAGE
ACCOUNT
WISHLIS T
SHOPPING C ART
CHECKOUT
HELP
ORDER RECEIVED
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CLOTHING CYCLE
HOMEPAGE
When entering the website, audiences get a warm, welcoming feeling. The message immediately explains what Clothing Cycle does, and it also encourages them to engage in the action of sending unwanted clothes. By scrolling down the page, users will get more information on what Clothing Cycle offers and what are the popular products they can purchase.
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DESIGN SOLUTION
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CLOTHING CYCLE
CONCEP T M AP
The concept map is a way for people to understand how the business works. It’s animated in the video on the About page. By introducing Jack and Jill, it gives a personal and friendly touch to the project.
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DESIGN SOLUTION
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DESIGN SOLUTION
INFOGR APHICS
The infographics function as a project overview. They include the waste issue, people’s low motivation, crafters’ request for more resources, and Clothing Cycle’s role in how to improve the problem.
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CLOTHING CYCLE
SEND CLOTHES
On this page, it explains what the company does with all the second-hand clothes, and it encourages people to send their clothes in any condition. The instruction is given with three simple steps.
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DESIGN SOLUTION
STEP 1
STEP 2
STEP 3
Order the quantity of boxes and/or
After you get the boxes and/or
You can purchase repurposed crafts
envelopes you need at no cost.
envelopes, fill them up and drop them
using the reward based on the quantity
to the nearest post office.
you sent.
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DESIGN SOLUTION
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SHOP SECOND-HAND CLOTHING
Artists and crafters can purchase the clothing as materials for their projects. Each item is listed with color, clothing type, fabric type, and condition. The close-up pictures show details and the texture of the fabrics.
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DESIGN SOLUTION
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DESIGN SOLUTION
SHOP REPURPOSED CR AF TS
Artists and Crafters sell their products here. They would have a store page that shows all of their merchandise. The details of each product are provided on the product page.
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DESIGN SOLUTION
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DESIGN SOLUTION
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DESIGN SOLUTION
WORKSHOP
The company organizes workshop about how to DIY and make things from used clothing. The purpose is to not only bring the community together but also send the message of keeping clothing out of the landfills.
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DESIGN SOLUTION
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BLOG
The blog would include articles related to clothing repurposing to show other people’s interesting ideas.
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SOCIAL MEDIA
Social media is an important part of Clothing Cycle. It uses websites like Facebook, Twitter, Pinterest to promote the company in order to get more audiences.
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DESIGN SOLUTION
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CLOTHING CYCLE
Clothing Cycle Send us your old clothes, and you’ll get rewards for getting amazing repurposed crafts.
Clothing Cycle Safari
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DESIGN SOLUTION
ADVERTISING
The main part of the advertising is on social media, and the other part is on craft related websites so that it attracts more artists and crafters.
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DESIGN SOLUTION
REWARD EM AIL
Giving rewards is a way to motivate the audiences. The amount is based on how much clothing they have sent. They are encouraged to come back to the website and purchase repurposed crafts.
Clothing Cycle Reward
Clothing Cycle Reward
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CLOTHING CYCLE
Boxes and Envelopes
100
People order free boxes and envelopes online and use them to send in the clothes. One box contains 10 to 15 pieces, and one envelope contains 3 to 6 pieces.
DESIGN SOLUTION
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DESIGN SOLUTION
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“EVENTUALLY
DESIGN SOLUTION
EVERYTHING CONNECTS—PEOPLE, IDEAS, OBJECTS. THE QUALITY OF THE CONNECTIONS IS THE KEY TO QUALITY PER SE. —Charles Eames, American Designer
”
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Acknowledgements
I have to thank everyone who always supports me, encourages me, and believes in me despite all the difficulties I have faced. I feel lucky that I have all of you with me on this journey. TO MY FA MILY:
Thank you for your advice and always having no doubt that I would do the best I can to achieve my goal. I wouldn’t have finished this without your support. TO MY FRIENDS:
Thank you for being so patient with me when I complained about my problems. I know you never understood why I had so much school work to do, but you still gave me all the help I needed. TO MY CL A SSM ATES:
We inspired, helped, and pushed each other through the process. I really appreciated your feedback and support. I can’t imagine this journey without you guys. TO MY INSTRUC TORS:
Thank you for inspiring me and guiding me through the whole process. I especially want to thank Bob Slote for giving me a clear direction of my initial idea and having faith in my project.
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MFA Graphic Design Thesis Project Academy of Art University For more information: Clothing-cycle.com Yu-Hsuan Jamie Chen yhchen7782@gmail.com 415-606-2641 jamiechen-design.com Printer: Blurb Bindery: Blurb Paper: 100lb ProLine Uncoated Book Size: 8 x 10 in Typefaces: Brandan Grotesque, Fairfield Š 2015 Yu-Hsuan Jamie Chen. All rights reserved.
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