Maximum idea, minimal stuff


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GB United Kingdom
Web http://hmd.howies.co.uk/


About the project Edit

Originally coined by the designer Matt Jones and built upon by the strategist Russell Davies, among others, unproduct is basically maximum idea, minimum stuff. It is an idea that offers some suggestions as to how brands and designers could help combat climate change. You get more value, but you produce less stuff. The idea of unproduct is a way for a maker of things to help add value to the things after they've been bought. An easy way to add serviceness and community to an object. One of the key aspects of unproduct is the ability to constantly add to your experience without the need to physically create more things.

For example, Welsh clothing company Howies has a line called Hands Me Down. Howies' Hand-Me-Down line includes jackets and bags that have been designed specifically to last for 10 or more years. To achieve that durability, the company crafts its products painstakingly, and using very high-quality components. Its GBP 400 jackets, for instance, are made from organic tweed and organic ventile—an extremely tightly woven cotton fabric that's inherently water-resistant and uses 30 percent more yarn than conventional fabrics. With 24,000 strands of cotton, it takes 16 hours just to prepare the machine that will weave the fabric, the Hand-Me-Down site says. and is making something called a Ten Year Jacket. As the co-founder states, «From where we stand as a manufacturer, a product that keeps working for longer uses less-resources in the end. The key ingredients to this are quality and good design.To make something well, you know, the best you can do, means going that extra mile. Every stitch, every zip, every little feature considered. The weakest points made strong. Then, and only then, can we say that we have fully understood the responsibility of making something.»

In what ways is this project unique and creative? Edit

Howies Hands me Down line is a compelling twist on sustainability and an innovative effort to counter the forces of "fast fashion".

What is the social value of this project? Edit

Howie's Hand Me Downs has based their fashion business and garments on reducing consumption. By making better quality clothing that is guaranteed to last at least 10 years, they hope that fashion lovers will need to buy less clothing during their lifetime, to reduce use of resources through clothing manufacturing.

What is the potential of this project to expand and develop? Edit

In a world where everything is considered disposable, some say it’s refreshing to see a throw back to a previous generation’s idea of something made to last. This pay-it-forward message could cross over to affect how we treat the elderly, our spouses, our dreams, our trash and our planet.

What was the triggering factor of this project? Edit

What is the business model of this project? Edit

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