The reDesign canvas: Fashion design as a tool for sustainability

Abstract

Abstract Many of the existing tools for design in a sustainable fashion context are too complex, overly conceptual, require experts to apply, have a high cost, were created for large corporations, or fall short in holistically supporting sustainable fashion design entrepreneurial practices. Micro-sized enterprises represent a significant portion of the fashion industry and can meaningfully contribute to the transition to a more sustainable apparel and textile industry. This paper addresses this gap through the development of an original design tool, the reDesign canvas, to support design entrepreneurs in developing sustainable fashion enterprises. Informed by design thinking and systems thinking, the canvas was developed based on an in-depth review of the academic literature and the collection of qualitative data. Qualitative data were gathered through both participatory action research (PAR) and interviews with 38 sustainable fashion design entrepreneurs and experts in sustainable fashion. Both the PAR and the interviews were used to test and refine the reDesign canvas in order to ensure it meets the needs of sustainable design entrepreneurs operating micro-sized companies. The final version of the canvas is based on 12 building blocks that a design entrepreneur would encounter in building a sustainable fashion brand. The reDesign canvas can help advance both the theory and practice of sustainable fashion design.