This bachelor thesis is addressing the problem of consumer-culture by expanding products' longevity in a circular life-cycle using design theories on emotional design and storytelling through my own brand: 
We are conditioned by fast fashion to not look beyond the low price tag which distorts our sense of value and our perception of quality. We have grown accustomed to throwaway culture by constantly being exposed to ‘new’, ‘trend’ and ‘sale’–marketing, all of which promote frequent shopping, and a short lifespan of clothes due to a short consumer satisfaction.
 I approach this issue through qualitative ethnographic methods where I analyse the perspective and needs of the target group which is the ground for the approach in my design work. 
The main finding of the research shows the target group’s consumption is connected to joy, and is a way for them to build their identity. Simultaneously, their consumption is in conflict with their personal ideologies concerning a sustainable lifestyle. 
The aforementioned problem is tackled by analysing how deadstock and emotional value can create sustainable value for the world through storytelling targeting the consumer. NADJA STRIIB os focusing on creating small, unconventionally structured collections produced on demand using deadstock materials. 
A personal, as well as a sustainable narrative tells the story of unique garments obtained from the perspective of the theory on materials’ time of becoming, and seeks to include the consumer in a personal way both through the tactile, aesthetic designs and the storytelling surrounding them. The storytelling helps to create an emotional bond with the consumer, thus inspiring conscious consumption.

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