Equal Zero
Sustainable fast fashion platform
Equal Zero is a material curator and a rental clothing ecosystem aimed to transform the fast fashion industry and reduce global carbon footprint. This system works with brands that are interested in sustainable involvement, but not yet successful as an end result.
Sustainability/ Branding 2018 Fall 14-weeks group project
Credit: Claudia Choi | Julia Kim | Ko Kanasashi | Davis Brown
System overview
RETAIL
APP
ECOSYSTEM
Equal zero consists of three fundamental elements such as the retail, online store, and ecosystem. Users can interact with both the retail and app to rent clothes from our sustainable ecosystem.
We connect sustainable material facilities and customer
Each recyclable materials are differentiated in the color and texture of the fabric. Those samples of the fabric and material information educate the user to learn how do we make sustainable fast fashion.
Cellulose/Botanic Fiber
Recycled Fiber
Harvested Fiber
There are four main recyclable fabrics and fibers. They manage sustainably sourced materials by environmentally responsible processes.
We collaborate with material facilities such as Lenzing, re:newcell, ECONYL, and HIRATULAS FERRE. Our products are qualified by a sustainable standard such as GOTS, Bluedesign® System, OEKO-TEX® Standard 100, and The Higg Material.
Animal Fiber
Rental cloths is the best way to maintain the quality
"The lifespan of clothes I purchase are really sort. I change every year except ones that are really high quality, like jeans or jackets."
"It is difficult and challenging for middle-income people to have a fashion forward life style that is environmentally friendly."
From the interview, we explored green consumer's thoughts regarding the fashion industry. Most of the interviewees concerned about its high prices especially for the middle-income group.
"Sustainable brands are always out of my budget."
The competitor market shows that all of the sustainable brands are categorized in the high price group due to the cost of sustainable materials. To satisfy the middle-income green consumer, the rental cloth system is the best solution.
The Equal Zero retail store has educational spaces
In addition to brand collaboration with other fast fashion brands, we have our Equal Zero store to expose our concept. The material interaction area is located in front of the entrance to let our potential customers feel sustainable materials.
Modular Retail System
Minimizing cuts and losing materials. Using natural materials - wood and metal Flexibility in arranging the layout
Friendly user interface
We chose style including colors, fonts, and icons to deliver our brand personality which is aspirational, gradual and humanistic.
To strengthen our user's awareness of making a sustainable choice, our user can search and filter items by materials. The app also provides our users with their total waste avoided during their shopping at Equal Zero.
How do we expand a cloth's lifespan?
DESIGN DEVELOPMENT
We collaborate with material facilities and provide sustainable fabrics to the fast-fashion brand. This ecosystem allows us to control and improve the cloth's end of life.
DESIGN DEVELOPMENT
Pursuit for fun and easy-to-use user experience - user scenario
We developed our idea based on the user scenario. Our team demonstrated many situation several times to find a better way of user experience. This user scenario is demonstrating how we introduce new customer to our services.
To develop user experience, we conducted user test with our mock ups. At this point, we realized that we have too much explanation about our app. We started to develop wireframe.
We want our customers to feel that they are saving the planet
We designed the wireframe to be easy to follow by showing graphics, icons, and graphs, instead of explanatory texts. The most important part is how we notify our users about how much carbon emission they have saved or how much green they have protected.
Design language for environmentally friendly customers
We created the design language interesting for our target customer who is active to reduce carbon emissions. This mood board is created to follow these keywords, aspirational, gradual and humanistic. It is a guide for our user interface design language.
How do we make our customers to learn about our material?
We used mockups and test several different layouts to design a flow line. Our purpose was lead our customers to the material study space first. The racks are placed next to them. Its clothes have same material as in the material study space.
