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G STAR: RAW 4U
Creating a Circular Economy for Denim at G Star Raw
This project is the result of a collaboration between Savannah College of Art & Design's Interdisciplinary studio on corporate behavior change and G-Star Raw to achieve the 'S' word (sustainability) throughout their business model.
G-Star has been at the forefront of pursuing sustainable apparel, going as far as to achieve Gold status with
Cradle to Cradle product certification in 2017. However, research I conducted highlighted that
user-centered issues (e.g. laundry practices, over consumption, disposal, and general attitudes) are more
detrimental to environmental sustainability than production alone.
G STAR RAW
The Art of 'Circular' Denim
Hundreds of thousands of pairs of jeans are produced globally per annum. This requires a huge amount of raw resources and energy consumption to achieve; and the traditional, linear consumptive patterns of our time operate on a cradle to grave philosophy. Some companies have begun the journey to reduce their overall environmental impact and G Star Raw is just such a company. We chose to work with G Star to help them achieve more sustainable business practices by providing both insights and potential solutions for implementing triple bottom line thinking into their customer facing strategy. After all, “the greatest lever for business
behavior change is market demand” and as the world buys
jeans, it makes sense to start with G Star.
RESEARCH METHODOLOGIES
AUDIO ANALYSIS
Secondary research findings were compiled into an AUUDIO (Aspects, Upstream, Users, Downstream, Issues & Opportunities) matrix to identify gaps, discrepancies and blocks in systemic interactions between G Star,
its users, and the environment:
This highlighted the user segment as
being problematic to sustainable development due to improper
garment care and overconsumption.
INTERACTIVE SURVEY
I devised and helped conduct a sensory survey into user perception's of denim, laundry practices and awareness of issues with microfibers & micro-plastics.
Findings illuminated that user's were generally unaware of microfiber/plastic issues with laundry and generally
disposed of denim improperly.
CO-CREATION
The team ran several co-creation
sessions entitled "My jeans could be.."
with the simultaneous aim of raising awareness and gaining user insights for
G Star to turn into actionable campaigns.
While there were many creative examples, the common consensus from most users
was using their loved and denim
in the creation of new clothes.
COLLABORATION
We partnered with SCAD's Slow Fashion Club to raise awareness of the issues discovered in our research: conducting several open forums for teaching students to repair and re-create their existing denim.
BUYER / UTILITY
MAPPING
I succinctly summarized and highlighted
our research findings (especially those pertaining to users) into a buyer / utility
map: easily visualizing where G Star
could focus more attention.
SUSTAINABLE
SWOT ANALYSIS
The World Resource Institute's adaptation
of the traditional SWOT analysis was
used to visualize where G Star could best leverage its strengths and weaknesses
from a holistic systemic perspective vs.
a short term economic standpoint.
What is it?
RAW 4U
RAW 4U is a user experience designed to eliminate denim textile waste and close the loop on denim production and consumption. Given the behaviors and attitudes observed during primary research the final solution is comprised of both technological and in-person elements to ensure its continued success.
TECH PLATFORM
User Experience [UX] Design
INTRODUCTION
The homepage for RAW 4U: providing an overview of
necessary steps from sending in your old jeans to
receiving a new customized pair.
CUSTOMIZATION
The customization section allows users a degree of freedom in engaging in the design process. The service offers classic customization options as well as the opportunity
to incorporate textile from their old denim.
PROCESS & TRACKING
Using their jeans serial number, users can track not only the progress of their repaired or new product, but additional details on
emissions, manufacturing, and proper garment care.
BEHIND-THE-SCENES
Attached to G Star's homepage, users can scroll and explore the real people and processes behind the creation of their denim.
PHYSICAL
CUES
Guiding User Behavior
PHYSICAL DESIGN
Creating Tangible Reminders
PRODUCT PRESENCE
In addition to garment care information, RAW 4U branding is included on the inside of each pocket bag. Conveniently
placed for when laundry day rolls around.
SERIAL NUMBER
Also included is a unique serial number. This allows the user to access information about where & how it was produced, to
receive discounted and trackable repairs, and provide new
owners with such information if the jeans are donated.
RE USE
I an effort to reduce waste caused by textile off-cuts,
G Star would provide reusable bags.
FULL CIRCLE
Not satisfied with simply producing a bag that may not be needed,
it doubles as a pre-paid return shipping package for
RAW 4U returns, repairs, and purchases.
BEHAVIORAL MAPPING
Providing a detailed overview of a G Star denim product's lifecycle from its origin to new life.
RE USE
Partnering with Blue Jeans Go Green
PARTNERSHIP
Any blended denim textile that is not comprised of 100% of a single fiber, cannot currently be recycled back into new denim textile/apparel. Partnering with Blue Jeans Go Green (BJGG) provides a solution to utilize textile waste, that would otherwise be incinerated or sent to landfill, as insulation for use in the construction industry.