For my bachelor’s project I have tried to develop a fictitious sustainable lifestyle brand that should be read as a suggestion on how we can change Western consumption patterns. My goal has been to create clothes that appear as a minimalist capsule wardrobe and to give consumers access to the company’s production practices by using block technology. The philosophies associated with both minimalism and what a capsule wardrobe is, are about removing what is superfluous in favour of the essential. The title of my project and the lifestyle brand is “(non)essential”, inspired by the English word nonessential, meaning “not important”. I chose this name to convey one of the most important sustainable messages we can today, namely that we have to stop buying things we don’t need.
Birte Herdlevær Engelien