Fureal
Fureal is deeply rooted in principles of reuse, zero waste, and biodegradability. Our commitment to 'Smart design' is a natural extension of these values.
Our guiding principle for this project is 'waste is food', prompting us to start our design journey with leftover materials.
Beyond utilizing surplus and pre-owned fabrics, our brand actively challenges stereotypes and fosters dialogue. At the core of Fureal lies a critical examination of the fashion industry.
Both fur and denim carry significant environmental concerns: fur is often linked to animal cruelty, while denim production is notorious for its water consumption and chemical usage.
By exclusively sourcing deadstock and second-hand materials for both fur and denim, we aim to minimize our ecological impact and offer consumers a more sustainable alternative compared to our competitors.
Inspiration
Fureal arises from frustration and the desire to enact change.
One significant issue we aimed to address is faux fur.
Faux fur is made from acrylic fibers, which are extremely toxic and harmful to both humans and the environment.
Additionally, fibers from faux fur shed and persist as non-biodegradable microplastics.
However, with real fur, we face the stigma surrounding animal welfare. Everyone has an opinion on the quality of life of these animals, even though they are often treated better than chickens and pigs raised for meat.
As a brand, we aim to encourage awareness and dialogue among our consumers.
These principles are at the core of our brand.
The Design
Our chosen design is a statement coat aimed at bringing change within the faux-fur and fur industries. The design is simple and minimalist at the pattern level. Therefore, we decided to base our coat on the techniques used to craft fur coats. Within this design, we work with fur and denim. We chose these materials because both carry a significant weight regarding animal welfare and environmental performance. Our logo is embroidered on the back, serving as an eye-catching feature and a certification mark for recycled fur.
Judith
Mission
FUREAL is dedicated to transforming existing fur into fashionable pieces that uphold sustainability and ethics. Our mission extends beyond creating stylish garments; we strive to raise awareness about the environmental and ethical impacts of the fashion industry. By exclusively utilizing recycled materials, we not only reduce waste but also minimize our ecological footprint. Through our innovative approach, we aim to inspire others to embrace responsible fashion choices for a more sustainable future.
Strengths and Weaknesses
Planning and organization
This is a bit of a double-edged sword for me since I'm often designated as the planner and spokesperson, even though planning isn't always my strong suit.
Technical knowledge
I possess extensive knowledge on both fibers and ecology and environmental initiatives.
Communication and leadership
It's important to me that everyone can express themselves during teamwork, so I specifically focus on clear communication among team members in this project.
Delegating and trust-building
Throughout this project, I'll concentrate on giving trust to my teammates and keeping my perfectionistic tendencies in check.
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During projects, it's always important for me to learn something new: this project taught me how to sew with a thimble.
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Conclusion
During this project, I gained insight into the saying "a good tool is half the work" and how essential this is within the fashion industry.
I learned to let go of my perfectionism and to focus on the things that truly matter.
Additionally, as Team Fureal, we achieved our goal of devising an alternative to faux fur and making an impact with it, engaging in conversations with various people about it.
