Woods
The Summary
Anniek SchrijenKelly HailGeraldine de MuynckPaula Stina TasaneGerjan Vloedgraven
The concept of WOODs contains two parallel stories which both take the same journey. While the first one involves the nature of the man in a metaphorical way, the second one leads to the literal nature by following the path of the Cradle to Cradle philosophy.
The man will go back to the woods, meaning back to his own manly environment, by experiencing both the jeans and the shop. These experiences are inspired by the forgotten manly jobs of the past.
By providing jeans that eventually will be turned into another natural product, WOODs will make a major contribution to saving literal nature.
VISION&
MISSION
Vision
Nowadays, the male consumer seeks recognition of masculinity in shopping. In this search,
garments are often chosen due to their fashion rather than their eco-effectiveness.
Mission
WOODs will provide men with confidence and comfort in wearing their jeans,enforcing this with a shop experience in which the man can go back to his roots in his own pace. By turning awareness into action, WOODs strives to involve men in the Cradle to Cradle philosophy regarding the textile indus-
try.
slow enjoyment
courageous pride
triggering motion
-45 to 55 years old -regular family man with a 9-5 job
-great importance to family -active and healthy lifestyle-intelligent and down-to-earth
-up-to-date on current happenings-goes shopping in mainstream stores out of con-
venience-can afford luxury goods but they are not his
priority
CUSTOMER DESCRIPTION
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