Brand Timeline: Dec 2009-Dec 2019
Skill Set: Weaving
Tool: Handloom
Eco-Chic was a brand born out of the desire to create dialogue between people. Each individual piece I handcrafted was a desire to initiate awareness on ecological sustainability. To reach out to a global audience on the creative possibilities of waste management. If you would like to read a more in depth account of this journey please click here
The Challenge
Many landfills and recycling facilities are unable to cope with the increasing amount of waste materials that are being deposited at these locations. In turn there are also mass swaths of discarded materials, scattered throughout the global landscapes. The results are numerous ecological hazards that effect, Flora, Fauna and we as Human Species.
The Opportunity
By utilizing my skill sets as a weaver, I sought out my own avenue to see what I could do to be environmentally conscious. I wanted people to talk about sustainability and waste management through the renewal of discarded products. To maximize the exposure within a friendly easy approachable manner.
An illegal landfill located in Karachi, Pakistan- Photo by Dawn News
The Research into MBukhari Eco-Chic
I sifted through and analyzed different types of waste products during the early stages of development. Different types of waste materials have their strengths and weakness. The materials I utilized, required to be maniable and non biodegradable. The longevity of the waste material was also an important factor. The category of my established product dictated that appearance and daily wear would greatly impact the waste material and its use. As such I isolated the following materials that best matched my criteria.
1. Plastic Packaging Materials
2. Tin Foil
3. Vinyl Based Materials
4. Audo/Film Reels
Step by Step
Once the materials were identified , the conversion process began. I gathered the waste materials through specially marked collection locales and donations. The collected materials would carefully be cleansed. This was to eliminate any pathogens and other harmful contaminates that may have been present. Once cleansed certain materials are further sliced into more manageable components. This was necessary as larger surfaces interfered with operations of my handloom.
Washing
Home Work
Slice and more slicing
Tendrils
Tendrils 2
Traditions and Innovations
Handlooms, such as the one I own, have been around for generations. Looms come in many shapes and sizes and have been essential since the birth of Textiles. While handlooms have given way to mechanizations and automation, they all share key elements of the ability to craft the materials we use today. As a former Apparel Designer I am very proud that I was able to harness the ability of weaving. Weaving is a discipline that requires a high level of dexterity and coordination. Most people get surprised with this aspect, but mathematics also plays a vital part when comes to placing the warp onto the loom and determining the weave structure.
Once the looms has been placed and set, I experimented with the collected waste materials. I explored many configurations and options until I came up with patterns and textures that best communicated my goals. When it came to designing out patterns, low fidelities through the use of pens and colour pencils proved to be 'tried and true' method to suss out creative thoughts. Creating textures mainly required the dexterity of my hands and a keen eye. This was vital as the attention to details identified panels that were best suitable for testing prototypes, and the eventual productions pieces. Each panel were woven securely to ensure that selvage (the ends of the panels) did not unravel or fray. The panels, once taken off the loom, had the quality and feel of vegan leather. As such when it came to construction and assembly they had to treated with care, as one false move would potentially compromise, if not damage the panels. One of the biggest benefits with were that the panels offered a generous level of flexibility. This proved to be beneficial when it came to user testing.
Low Fidelity
Hand Dexterity
Pattern Design
Textural Element
Textural Element 2
Textural Element 3
Textural Element 4
Textural Element 5
Textural Element 6
Usability Testing
Before I finalized the products, prototypes were first to be developed. These prototypes provided hard data on their usability and functionality. As the products were to be developed for long term use, I needed to identify which one provided the maximize amount of durability and longevity. Part of the goal was to showcase sustainability. Had the prototypes provided data that didn't support my cause, my entire mission would have been reassessed. The prototypes did however gave promising results. The next step were to factor in the ones that would move forward to production models. The following factors were included before production began.
1. Design
2. Handloom set up
3.Weaving duration
4. Handbag Construction
5. Costing
Prototype 1
Prototype 2
Prototype 3
Prototype 4
Prototype 5
My Favourite Prototype
Production Ready and Launch
Testing out the prototypes for usability proved to be most valuable. I was able to determine the sizes and lengths that best suited my woven panels. Plus through consumer research and survey group, I identified three handbag styles best suited for the production run.
1. Totes
2. Messengers
3. Clutches
The total duration to develop my branding took roughly two and a half months from start to finish. There was a window of opportunity that was made available for me to showcase to what I had created. This was the time to see whether or not I had successfully achieved the goals that I set for myself.
EC0-CHIC
April 9th 2010 was when my brand MBukhari's Eco-Chic was officially launched. The SAARC’s Women’s Association at the Marriott Hotel, graciously gave me a spot showcase the products that I developed. It was soon apparent that my merchandise was generating a lot of interest. Everyone, patrons and passerby alike were keenly interested in the nature of what I had crafted. By the end of the day, I sold about 75% of my stock and netted 48% in profits. However what mattered the most, the forefront, that I successfully achieved my goals.
Circa 2010
Treś Chic, Eco-Chic
Many folks, even to this day, were interested on how I was able to craft such materials. Especially from materials that no one would think to use again. I presented my work to schools, interviewed with a magazine or two. Eco-Chic bags always brought in small groups to discuss the subject matter environmental awareness. All because they had no idea that sustainably could look deceptively 'fashionable' .
This was precisely the goals that I wanted . I was able to foster dialogues, and show the world how resilient these products can be once they took on a new purpose. As of present, my past buyers continue to tell me that their purchases are still in pristine conditions. A lasting testament to the opportunity that I wanted to deliver.
A walkthrough litter
Discarded Thoughts
Fashionably 'Telli'
Wrap Star
Breadster
Tinsel Town
Film Star 1
Film Star 2
Singer
Singer 2
Singer 3
Singer 4
Final thoughts
At present the collection of Eco Chic bags are in hibernation mode. While it was a success during its duration, there were factors that prevented the brand from fully materializing as a viable product. The biggest obstacle came down to finances. To generate larger production run for the masses, a scale of operation is required. Innovation comes with a heavy price. Sustainability needs a lot of logistical power and planning. It is not to say that this brand will never be revived. My brand is to tell and showcase the work that was achievable. It is here has a reflection of who I am today.
Taz's World is who I am as UX/UI Product Designer, but EcoChic will always be part of my core belief on creating user experiences in all levels of design.