KNYT is a cape town-based initiative concept focused on sustainable fashion consumption and production. through a multifaceted approach towards sustainability engagement, the project aims to encourage consumers to make the shift towards sustainable fashion.
Problem:
South Africa, and particularly Cape Town have a rich group of sustainable fashion and apparel brands to choose from , yet so many consumers still find sustainable fashion inaccessible.
Solution:
Using a multi-faceted approach, the project poses that consumer engagement on three levels could be a potential habit shifter towards sustainable fashion. Included in these three levels are physical engagement, social engagement and theoretical engagement (learning).
Making sustainable fashion accessible.
The website was designed around these three levels of engagement, with one section for each. (1) A Brand Directory for small sustainable brands in Cape Town, (2) and Events page for promoting markets and events around Cape Town, and (3) a Mending page, where consumers can learn how to prolong the life of the clothes they already own.
Design Across Media:
Along with the website, Instagram was explored as another form of engagement with users. This side of the project enabled a space where the average consumer is able to get more involved in the processes of engagement, through actions such as sharing and commenting.
Knyt Initiative:
The KNYT Initiative Website was the main project for the 4th year final year project in Visual Communication Design at Stellenbosch University. The project resulted from the processes of practical and theoretical research and exploration.