Project made in collaboration with Danish menswear brand NN07 for the course Holistic Systems.

As NN07 presented, their main goals for the brand were:

• Create a strong design identity.
• Communicate sustainability in a way that is not greenwashing.
• Extend producer responsibility.
• How to talk with NN07 customers instead of talking to them?

Since the brand focuses on the digital experience more than the physical, we saw the potential in working with the communication part within the website.

STORYTELLING - QUALITY

After exploring circular business potentials for the brand, we saw an opportunity to focus on extending the use cycle of clothes, especially within the "care category". A way for us to bridge the gap between the digital and physical world, within the aspect of the quality of clothing, was through the storytelling implemented throughout the website. It consists of different remade campaigns with models in more relatable surroundings to everyday practices while showing that a purchase at NN07 is an investment in long-lasting clothes.

LONGEVITY CALCULATOR

The longevity calculator is a tool implemented in the website. Using the calculator while making an online purchase is how we wanted to take more concrete actions towards more sustainable choices. The calculator is there to inform customers primarily on how to take proper care of their clothing. It also indicates if the current ways of caring are the most optimal ones, basing the calculation on different factors like physical properties of the material, energy use, garment construction, etc. Besides changing customers' behaviour before purchase, we change it after the purchase ends and the use cycle begins. As a result, we are extending the producer's responsibility while creating trust within users.