Helene Leinum

”Transformable fashion; the biggest sustainable fashion trend that never was”. Considering that the amount of waste we throw away obviously depends on the purchases we make – a reduction of consumption is the most effective way to reduce the environmental impact of the clothing industry. ASFALT is a fictional fashion brand in the streetwear segment. The aesthetics is inspired by different street styles, as well as street art. ASFALTs goal is to address the climate challenges in a realistic way, by recognizing the customers need to regularly develop and change their personal style. With my bachelor project I have tried to develop a business model that addresses this need in a more sustainable way.