The Branding Innovation of Partywear for Consciuoslites from Value Added Recycle by Using Modular Concept

Abstract

Fashion and textiles are among the top environmental polluters, particularly the waste gene rated from sewing. This research is part of a project on how to add value to an existing brand through reuse and innovation. It will also add value for consumers who wish to contribute positively to the environment. It provides guidelines for using fashion industry waste to create more sustainable products. This method can prolong the life of fashion products and textiles, allowing them to remain in the circle of production and consumption for a longer period.

The objective of this quantitative research aims to respond to the consumers or so called Consciouslites who strive to make a positive impact on the environment by conducting fashion experiments using leftover jersey stretch fabric and denim as well as collecting quantitative data on the results.

The study found that the Consciouslites group tends to consider the following processes when creating clothing from leftovers in the fashion industry, which include using reuse ideas to represent brand identity, and finding occasions where clothing can be worn in different ways. This is for work and casual clothing under the designer brand.

1) Leftover stretch jersey and denim fabrics must be from the fashion industry. 2) Detailed decorative techniques are created using patchwork and modular methods.     The methods of patchwork, remodeling and reassembling (Modular) involve using design

elements from the Conscious Light category, including A-lines, H-lines, Bell-lines, and Body Conscious silhouettes.

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