Prospect, Seed and Activate

Advancing design for sustainability in fashion

Authored by: Jonathan Chapman

Routledge Handbook of Sustainability and Fashion

Print publication date:  August  2014
Online publication date:  August  2014

Print ISBN: 9780415828598
eBook ISBN: 9780203519943
Adobe ISBN: 9781134082957


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No designer ever knowingly set out to make the world a worse place. No designer ever jumped out of bed one Monday morning saying, ‘Hey, I’m going to design a really unsustainable, meaningless product today!’ The desire to produce lasting value and meaning in the world, through the things we create, is in the very DNA of all creative minds. It’s actually very easy to design and manufacture a T-shirt that will last physically for 15 years; that can be done with relative ease. What’s not so easy is to design and manufacture a T-shirt that someone will want to keep for 15 years. This is because, as consumers of material things, we haven’t been trained to have that kind of long-term relationship with our stuff.

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