“Design has the power to change our perception, action, and mind-set” says Hethorn, thus suggesting the extent of focus that should be targeted at its craftsmanship. It is also essential to put this into perspective of the ones wearing the design, “imagine a world where everyone is wearing clothes that fit well”. Reading Laura’s response to how she crafts her product highlighted a key detail: “paying close attention to what’s trending WITHIN our design model”. The idea of being able to provide for a specific targeted group cultivates from ethnographic understanding of the location, culture, habits. Understanding whats visually attracting (to the targeted audience) and also being able to classify it at ‘comfortable’ seems like the perfect recipe, although other ingredients such as money stir this mix. The statement that comfortable clothes are maintained longer could not be more true from my experience. On multiple occasions I can recall extending the life of a favourite hoodie, or some comfy jeans even up to a couple of years after it seems to be wearing out of shape. It’s not the brand name on the front that made me do this, it was the design of the clothing that I got so attached to. I also found it very interesting that “clothing – often relies on the feedback from consumers for much of the information about quality and use problems”, which seems to be logical and thus I was surprised I had never considered it. I almost felt that the Fashion Industry made up all of these wacky trends and subconscious pushed it onto us, but considering that feedback is an essential element – I am restructuring the way I think about the Industry as a whole. Bottom line, the consumer is at the end of the production pipeline, and thus they have the ability to chose. We as consumers can make decisions that will not only be self- centred but will be better for our environment also.