‘DROP THROUGH’ is a mobile application designed for YEEZY; run by ADIDAS. The block-chain-inspired interface aims to inform YEEZY consumers of the manufacturing journey. When users interact, and consume its educational content, they are rewarded for their participation with a virtual currency card; used towards future YEEZY purchases and encouraging re-engagement with the application.
The mobile application targets the lack of transparency within the drop-culture streetwear sector, and is used as a tool to help achieve sustainability across the streetwear sector.
Multiple social media posts were mocked-up for this concept, in addition to a cohesive style guide.
DROP CULTURE: THE CURRENT MOST PRACTICAL STEP TOWARDS SUSTAINABILITY
Although many assume that higher quality garments indicate slower consumption rates, this isn’t necessarily the case within the streetwear industry. This dissertation explored whether drop-culture streetwear could be considered a practical, short term step towards achieving sustainability within the fashion industry.
After conducting primary and secondary research on consumer opinions, streetwear-related purchasing behaviour, and investigating the ‘behind the scenes’ landscape of drop-culture fashion, it was made evident that this sector of the streetwear industry could not currently be considered sustainable.
Upon reviewing the curated SWOT analysis of the drop-culture sector, it was concluded that this division of streetwear needs to become increasingly transparent as younger consumers grow into the future-coming trend of ‘transparency’. Large players of drop-culture, such as SUPREME, BAPE, and YEEZY, will need to offer these growing eco-consumers more than just a ‘name’; as these buyers start to become more conscious of their purchasing decisions.
From this, the above ‘DROP THROUGH’ concept was created; a tool to fuel sustainability by encouraging transparency within the sector. Starting with YEEZY provides a large but niche entry point to set newly established standards for the drop-culture industry.
Throughout my time at university, I have always held a profound interest in social media and content creation. I now intend to pursue an immediate career in Social Media Management for the short term. In the long-term, I envision myself taking the route of self-employment; exploring entrepreneurship further and owning a business within the streetwear fashion industry.