Hethorn had a unique solution of how to use design thinking to push fashion into a more sustainable direction through focus on the individual rather than categories of people. Her emphasis on the value of clothes in relation to individual people showed that while there needs to be a change in how the fashion industry functions, there also needs to be a change in how designers view the effects of fashion on people. From the beginning of the fashion life cycle, the designer must envision clothes’ relationship with their wearers in order to design them to carry value. With such design thinking, customers can establish emotional attachments to clothes and keep them around longer, rather than tossing them out.
Looking to my own experience and relationship with my clothes, I definitely relate to Hethorn’s words. Specific pieces of clothing in my closet have been worn frequently for years, because they either have much versatility or have unique design elements that make me want to wear them more. With each wear, I become more and more attached to specific pieces, since they have been with me through so many different experiences. Even if I could easily find a replacement for these garments, I wouldn’t want to. I’ve noticed that the pieces that have become staples in my closet are usually ones with specific designs that I don’t see most people around me wearing. These garments allow me to stand out, empowering me to feel unique. While they weren’t necessarily sourced by sustainable means, they are sustainable in their relationship to my individuality. Meanwhile, my clothes that are marketed to the masses to match new trends have only been worn a handful of times before they retreat to the back of my closet. People’s own emotional attachment to their clothes is a powerful tool for sustainability, because these pieces are less likely to be thrown out and replaced. Thus, I understand Hethorn’s advocacy towards designing for the individual.
However, I wonder how this can be fully implemented into the fashion industry for consumption by the masses. Individual designing would no doubt allow for more increased value attached to clothing, but how does this operate on a large scale? With millions of consumers with specific and differing tastes, how do companies go about designing for individuals without having to increasingly hike up their prices? Custom tailoring exists, but these aren’t the most accessible to many people. Hethorn’s points are very convincing, so I look forward to seeing how they can be applied to the real world.