What?
Articulation to create transparency on product history regarding development, production and potential former use.
Why?
Visible and transparent product history supports emotional attachment between the product and the user.
Challenges
- Information must be sorted and selected and who decides what is relevant?
- Credibility can be challenged on how to avoid, or inform on, information biases.
Examples
High-end textiles company Wallace & Sewell use their choice of local production as part of the product history build-up (www.wallacesewell.com/about).
Material origin: The Wild Concept as the story of fur design based on hunted fur bought of local hunters made by
Marita Huurinainen (http://maritahuurinainen.com/about.html#wild)
The company, Lovia Collection work with a ‘product DNA’ to demonstrate the complexity of the fashion industry and to provide transparency in the supply chain (www.loviacollection.com)
Further Reading
- Niinimäki (2013). Ethical design. In: Niinimäki (ed.) Sustainable Fashion: new approaches. Aalto University, Helsinki, pp. 44-45.
- Clark (2008). SLOW + FASHION—an Oxymoron—or a Promise for the Future …?. Fashion Theory 12, pp. 427–446.
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