Samenvatting

In this design research, a new design thinking model is utilised to create a sustainable capsule collection and future roadmap to improve environmental impact for the company Hang Eleven BV (Hereinafter referred to as H11). The design model explores 3 different phases; inspiration, ideation and implementation. The inspiration phase sees an in-depth literature study into sustainable supply chain alternatives, expert interviews, comparative study of certifications, in-depth target market research, analysis of consumer perception of previous collections, trend research and fabric quality testing. Supplier cost comparison found Portuguese GOTS (Global Organic Textile Standard) certified supplier to be most feasible for H11. Many more sustainable materials & dyeing alternatives such as linen, hemp, eco vera, recycled polyester and natural or low-impact dye were found. The consumer research concluded an innovative way to reduce unsold stock would be to create a unisex collection due to the ability to meet product MOQ (Minimum Order Quantities) with one design rather than for each gender resulting in less overconsumption and unsold stock. The consumer-style research found oversized fits, neutral hues with pops of colour and bold artworks to be of preference.
 
The ideation phase saw experimentation through natural dyeing and testing different hoody fits on consumers to receive feedback to create the “perfect unisex hoody”. A final mood board and concept is created from the input from the inspiration and ideation phases and initial sketches are created followed by a collection overview which reflects the trends found in the inspiration phase and colours inspired by natural dyeing. The execution of the garments was done by creating technical packs and then creating rough prototypes to create a spec. This spec together with the tech-pack was then sent to suppliers who created the next prototype. Evaluation of the garments through fit and feedback sessions with consumers was held to evaluate how the garments met the design criteria; it could be concluded the garments met almost all of the criteria.
 
 To implement future sustainable collections a roadmap was created in which recommendations are visualised and explained. The key roadmap findings and recommendations included incorporating a consumer design-focused approach during the design process of collections, to make conscious choices regarding quality, materials, dyes, and printing. It was also recommended to utilise suppliers within Europe that are GOTS certified to ensure all areas of the supply chain can be overseen and to communicate the conscious efforts to the customer via a transparent impact report on the website.