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FORNY20-FORNY2020

Oslo_Unbranded: Et dytt i riktig retning for verdiskapning og bærekraft i klesindustrien

Alternative title: Oslo_Unbranded: A nudge in the right direction for increased value and sustainability within the fashion industry

Awarded: NOK 1.00 mill.

We do not always act as rational as we may think. We are easily influenced and frequently fall for immediate temptations, which contribute to discrepancy between intention and behavior. Knowledge about people's cognitive systems can be an advantage when trying to encourage sustainable consumption in the fashion industry, especially when there is a message to send, changes to initiate and behavior to affect. The fashion industry is driven by trends and obsolescence and encourages a throw-away society. The effect of this is enormous consumption leading to big environmental problems. Oslo_Unbranded addresses in this project how fashion and consumption can be successfully combined to make a sustainable business concept with the main idea that "green" clothes must be sold in a "green" way within a "green" concept. Following the principles of behavioral theory "Nudge" (small changes in how choices are presented, can help us take more environmentally-friendly choices, without being perceived as a limitation), the company Oslo_Unbranded aims to combine fashion and consumption in a profitable and sustainable way with a new set of communication approaches. A business concept that affects and encourages reduction in consumption. The classic shirt is a good starting point for developing quality products that will last for a long time. Oslo_Unbranded forms the basis for a viable growth company through the development and commercialization of the shirt and embroidery concept _Unbranded. The idea is that customers can give the shirt a personal touch by creating an embroidered shirt. This gives the owner the opportunity to develop and renew the garment over time, thereby increasing personable value. Based on a deeper understanding of man and how we are affected, Oslo_Unbranded will test and verify the business model based on Nudge, circular economy, transparency and design for longevity.

Funding scheme:

FORNY20-FORNY2020