DESIGN THINKING DATA STUDIES DESIGN THINKING DATA STUDIES DESIGN THINKI

DESIGN THINKING
&
DATA STUDIES

AAYUSH SINGH
1945992002

PROBLEM AREA
Waste management in clothing industry
Description : As desirous consumers of fashion, we're quick in purchasing clothes that catch our fancy,
and equally swift in discarding them. But have we ever given a thought to where those clothes are
ending up?

THE EQUIVALENT OF
ONE GARBAGE

TRUCK
OF TEXTILE IS WASTED
EVERY SECOND.
-Ellen MacArthur Foundation

73% Clothes going to Garbage

The staggering statistics of the

quantity of clothes that end up
in landfills is not news—in fact,
what is new information is that
landfills are brimming with so
much urban waste that by 2050,
It's estimated that 73% of all our clothes end up in landfill for various reasons like the lack of collection
India is reportedly going to
systems and ineffective redistribution. There are no large-scale solutions available to recycle blended yarns
need a landfill that's the size of
at the moment. In India, the end of the line for our garments is limited to charity, which eventually fill up
its capital, New Delhi.
local landfills.

~Tula, Doodlage ~by a joint report by Assocham

& accounting firm PwC).

5 Why laddering
1. 2. 3.

Why there is so much textile Why so much waste Why people don't know what
waste generated in India? goes to landfills? to do with their old clothes?

4. 5.

Why recycling system is Why there is no large scale solution for collection
not so effective in India? and redistribution of discarded clothes?

PROBLEM STATEMENT

Effective management and recycling of damaged

clothes for sustainable development.

What?Why?How?

What is the meaning of What happens to damaged Why recycling of damaged clothes
recycling of clothes? clothes in India? is not so effective in India?

Textile recycling is the process of In India, the end of the line for
Because,due to the lack of
recovering fiber, yarn or fabric and our garments is limited to charity,
collection systems and ineffective
reprocessing the textile material which eventually fill up local
redistribution.
into useful products. landfills.

Why so much waste is generated How much textile waste is How does recycling textiles help
in clothing industry? recycled in India? the environment?

Due to rapid fashion cycles and Recycling textiles decreases the

Despite almost every kind of
increased buying power of Indian amount of waste in landfills,
fabric being recyclable, Recycle
consumers in urban areas is reduces our collective carbon
Nation estimates that only 15
resulting in significant amounts of footprint, converts waste into useful
percent of textiles gets recycled.
post- consumer textile waste products,

Secondary Research
Most recyclable waste ends up in a dump yard due to the lack of efficient waste management

Textile18%

Plastic 21%

Food 13%

Textile waste is the 3rd largest source

of municipal solid waste in India.

~vogue

Paper 30%
Others 18%

Global Threads
Officially, around 4 million tons of used clothes are exported around the world every year.
Unofficially, the trade is much larger.

Ironically, instead of recycling the

In 2008, the Indian parliament The importers ensure processing
India is amongst fabrics and textiles that are over-
banned the import of non-mutilated of the mutilated clothes. These
the top importer loading India's landfills, we are
clothes as it was a potential threat waste clothes thus get a second
of used clothes in importing huge quantities of
to the country’s clothes life in Asia’s biggest recycling
the world. second-hand clothing from
manufacturing sector. shoddy industries of Panipat.
countries all over the world.

The Indian Textile Journal

REPORT

80 billion tonnes 1.3 billion tonnes of

THE GLOBAL
of Generates
X2
fabric waste DEMAND FOR FIBRES
garment
HAS ALMOST DOUBLED
from 52.6 million tonnes to 100 million tonnes.

Even though nearly 100% of clothing is recyclable, about 75-85 % of textile waste ends up
in landfills or is incinerated instead of being reused, thereby polluting the environment. 75-85%

Landfills

Recycling is the option

Cotton 40%

Cotton clothes are eco-friendly, but constitutes only 40% of our clothing. Now
materials like rayon, polyester, and synthetic are becoming popular. These materials
take 100 of years to decompose. They are highly polluting because of the dyes,
printing pastes, finishing agents and auxiliary chemicals that are used in coloring
and finishing; they are environmentally hazardous. Clothing
Fabrics Used

Other 60%
Rayon, Polyester, Synthetics

Mamatha Hegde explains that recycling units shred clothing waste and convert it
into raw materials to be used as fillers for beddings and also in automobile
industries.

Mamatha Hegde
Head of Department
M. S. Ramaiah University of Applied Sciences Scope
“We can deal with the problem The textile industry contributes 11% to India’s exports and
better if we focus on re-selling the constitutes five per cent of country’s GDP. The sector has
garbage to the consumers by been expanding lately owing to a strong domestic market
repackaging it into a new product,” and demand for affordable and stylish clothing.

Benefits of recycling
Recovery and recycling provide both environmental and economic benefits. Textile recovery:

Reduces the need for landfill space. Natural fibres (like cotton, woollen) Reduces pressure on virgin resources.
Textiles present particular problems in do decompose and produce The amount of water, energy, and
landfill as synthetic (man-made fibres) methane, which contributes to pesticides that goes into textile
products will not decompose. global warming. production also reduce.

Results in less pollution and

Aids the balance of
energy savings, as fibres do not
payments as fewer materials
have to be transported from
are imported for our needs.
abroad.

Designers and brands

STEPPING FORWARD
Companies like Doodlage and
multinational retail companies like
What is Doodlage doing? H&M are stepping forward in taking
At Doodlage, their raw material is responsibility for sustainable growth.
factory waste. Scraps are patched
together to create collections in
ethical spaces, with fair wages given
to artisans. For fabrics that are too
small to be patched together, they
create textures that are used to make
bags and home accessories. The last
stage is recycling to make paper for
stationery products.

What is H&M doing?

H&M launched the Garment

Collection Program in 2013, a global
initiative wherein consumers are
encouraged to bring in their old
clothes in lieu of a 15% discount
voucher.
The Garment Collection Program
offers an easy solution for our
customers to leave their old,
unwanted clothing and home textiles
(of any brand, in any condition) at
the recycling box at any H&M store.
The equivalent of 89 million T-shirts
were collected in 2017.

The Invisible Recyclers

An estimated 15-20 Tons of trading of 2nd-

hand garments takes place per day during the
Friday Chor Bazaar market in Mumbai alone.

The Waghris lack the capacity to invest capital

in the imported old clothes at Kandla, and also
fall short in creating trade linkages to own any
avenues at the shoddy industries of Panipat.

Furthermore, they don't get employed even as

skilled labourers at the factories in Kandla,
An estimated 1% of the population in urban areas who are their very own hometown in Gujarat. Instead,
involved in collection of waste such as paper, plastic, migrant labourers from Andhra Pradesh are
textiles and so on, on a day-to-day basis are 'Chindiwalas' employed in cloth sorting companies at a
- The Waghris, a nomadic community of India. cheap wage.

Asia’s biggest textile recycling hub.

‘Handloom City’ — PANIPAT
has become a hub for recycling industry, resulting in the production of yarn out of discarded clothes.

Panipat recycling industry has a turnover of After recycling

around Rs 7,000-Rs 8,000 crore from exports. rag is converted into yarn which is further used in

80% of their business is based on recycled making blankets, shawls, curtains, bath mats, foot
yarn. 200 tonnes of rag is recycled in Panipat mats, bed sheets, bed covers, carpets and other
daily to make open-end spinning yarn. handloom products.

Primary Research

Research was conducted among young people in the age group of 20-30 years in India,
using an online survey. Primarily information has been collected through unstructured
interviews and observations.

Clothing Habits

45+ 45+
Clothes owned by respondents (average)

68%
Respondents shop every month.

88%
Respondents' wardrobe comprised of Tops/shirts/Upper wear.

Discarding Habits

Few respondents wanted to hold

on to certain clothing due to their
personal reasons
53%
Respondents preferred to discard their old clothing

Out of which

74%
Respondents want to discard their clothing by donating

But

58%
Respondents were not aware of the channels of donation
of used clothing.

10%
Also resale their used branded clothes and buy pre-owned clothing
through online apps and websites

99.99%
Tailors used to have piles of scrap cloth.

100%
All Respondents wants to contribute towards sustainable development

User Segmentation

College Students Working Professionals

(Age : 18-24 yrs) (Age : 20-55 yrs)

Indian House Wives

Tailors
(Age : 28-45 yrs)

Persona

Arpita Joshi Task: Needs:

Age: 21 years - To discard unwanted apparels. - To be conveniently able to
Profession: Fine Arts Student - Try to donate re-wearable discard her old clothes.
clothes. - Convenient Process
Location: Delhi

Bio: Motivations: Pain Points:

Arpita is a Fine Arts student, living - Contribution towards safer
with her family in South-Delhi. She is environment. - Unable or inconvenient to find
a fashion enthusiast and is also loves - Reward or appreciation clothes collectors.
to party with her friends.
- Increasing pile of unwanted
She makes sure she is up to date with
clothes in her wardrobe.
the new fashion trends. Therefore, has
- Unstructured and irresponsible
a lot of apparels accumulated in her
collection.
wardrobe.

Scenario

Being a fashion enthusiast, Arpita owns a lot of clothes piled up in her wardrobe,
ironically she keeps purchasing new ones so as to keep up with the trends. As a result,
she has a lot of old and unwanted clothes stacked up. She wants to get rid of them but
doesn't know how to do that without harming environment.

Customer Journey
Stages Touchpoint Emotions Needs Pain Points

- Wardrobe Ways to get rid of all the

1. Arpita finds out she has a Lot of clothes stacked in
old clothes that have
bunch of old clothes stacked in her wardrobe.
accumulated throughout
her wardrobe, some are in
the year.
good condition, and some not.

2. She starts looking for any
clothes collectors or someone
whom she could discard those
used apparels.
- Family and friends. - Convenient process.
- Google - Contribution towards
safer environment.
- Donation services.
- Clothes collectors.
- Hard to find trustworthy
ways to discard clothes.
- Doesn't know how to
discard clothes without
harming environment.

3. She finally finds a - Telephonic contact. - Doesn't completely

NGO and gives all her
discarded clothes.
- Donated clothes to be
- Google trust donation agencies.
used by people those
- NGO - Worried that clothes
who need them.
would end up in landfills.

4. But un-wearable These unwearable

clothes are of no use to - To recycle these clothes end up in landfill
anyone. So they were unwearable clothes.
thrown to garbage.

Empathy Mapping

Think
What if I
I want to get
could recycle
rid of these
or donate my
old clothes?
Will clothes?
Who will environment
take this be safe if I
mutilated dispose them
cloth? as waste?
Do you know Is there any
someone waste
d who collect collector ?
these? Feels
Is there any
attached to
recycling
Confused some of her
plant?

Say What should

I do with all
about how
to get rid of
clothes.
Feel
discarded Doubtful
these old User clothes.
Relief that
clothes? Best way to she got rid of whether
discard my want to discard donated
old clothes
clothes? their cloth clothes will
be used
Who will
Searches correctly.
take this
mutilated internet
Checks for
cloth? about the
new trends
Talks to her same. Discards and clothes.
family and clothes
friends and buy
about it. new ones.

Does

Pain Gain

- Inconvenient to find formal waste collectors - Contribution towards safer environment.

(Low carbon foot print)
- Unaware about ways to discard mutilated
clothes.

Ideation
Method: Brainstorming

How might we?

HMW make users contribute towards
sustainable development?

HMW make process of disposal of clothes

more convenient?

HMW motivate the user to donate/recycle

clothes?

HMW make people trust in collection system

of clothes?

Ideas to fill the patches

Allow users to
access real-time Booking the
Helps user find pickup for old
tracking, and the
accessible recycling option to schedule clothes.
venues in their area weekly or daily
pick-ups.

Give Rewards to users

for participating in
sustainability efforts
Connects the user
such as recycling.
with independent
Platform for recycled waste haulers.
App in which user can products
sign up for alerts and
reminders and access
recycling schedules for
their area.

Informs user about hours Allows users to

of operation for accurately price and
collection centers, service schedule pick-ups for
interruptions, locations both recyclable
Allows users to for materials disposal and materials and bulk
upload photos recycling and more. textile waste.

Design
Information Architecture

Sign in

On-Boarding
Current Location

Home Page

Schedule Settings
sneercS niaM

Whireframes

UI Screens

Thank You!