Consumer creation

Going beyond a garment's first life and use-phase, new products and ongoing narratives can be created by involving the consumer through mindful garment donation.

The Schmidttakahashi fashion label explores the use of castoffs in radical new ways by involving the consumer in telling and creating the garment's "Reanimation' story, through the use of QR codes that bring together the garment's past, present and future.

Further reading

Image credit: Schmidttakahashi
Video Credit:
Produced by Fides Sigeneger (
Music "flower ship" by Fidget