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Definitely the initial struggle is getting it into the market, and having the right connections and people to propel it forward.

It is a product driven business model, so there are physical things that are sold, which means it can be scaled and experimented from a very small model without need to invest a huge initial capital to get the idea running.

I feel the initial impact may be small, because it starts from saving single individual garment from getting thrown. But I believe in the long run, there is a deeper message to the whole fashion industry that can be inferred and I believe there is value in this for both companies and consumer. And one day it may even be a social norm to reconsider before throwing away a garment, because in their midns there is an known existence of a way to refurbish their clothing better than before.

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Environmentally, the immediate effects is the refusal of buying a new complete garment. This cuts down both the potential waste of buying a new garment that one does not need, and also prevents one piece of garment that exists in their wardrobe from becoming an obsolete piece. I believe much of sustainable goals in the fashion industry has to start from the consumer, because production patterns follow consumers after all.

Psychologically, I see it as the first potential major step against the unstoppable culture of fast fashion, because it stops the buying of a new complete garment. And this one action can snowball into long term buying habits of consumers and the idea of enhancing their old clothes is now an option in people's minds. Of course, this is just what I personally envision through this business that I design.

If the business takes off, most probably it would have an international effect as it is a new product archetype in fashion, not just a new style of clothing that suits local tastes. This would mean that the fashion community in Singapore would have a chance to grow bigger as well.

I do believe this impact will be long lasting as it tackles the root of the problem in the fashion industry, and that is the constant creation of a new products. We may not be able to stop producing completely, but a half-step I believe we can take is to create incomplete/partial products instead. It may sound illogical, but I believe incomplete products can exist in the market, and it can also tap on the increasing inclination to customizability in products. As such, overall production is reduced while the industry can still survive upon one another because everyone's products are a part of one another to form a garment in someone's wardrobe.

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Interviewed about 5 people working in the fashion industry (aged 25-38) and 10 peers (aged 20-24) and there is a general interested consensus towards the idea, but some pointed out that the toughest part would be selling this idea to the market and the consumers, after all it is a new product that does not exist in the market.

Some pointed out that it is hard to understand the concept without seeing the actual product. And it is true because I am still in the product development stage
I believe there is potential, but definitely the next step is to get it to a larger audience and see the reactions to it.

Did some market research on existing similar iron-on custom product:
A fashion brand Sunnei recently did a collection of 'do what you want' shirts where they give their heat transfer logo to the customer to iron it on wherever they want on their plain sunnei coloured tee. It has a great reception on the market due to customizability and is also a new concept.

With that in mind, I believe an iron-on utility attachment to clothing would possibly receive an equally strong reception and success.

It would be a business model that is driven by design, its longevity would be driven by the ability to create new designs that are attractive and logical to the consumer. Entrance to the market would be easy as it is something new. However sustaining as new competition comes in may be a potential challenge.

This business model comes in to not compete with fashion brands but instead work with them, allowing all brands products to be made sustainable through these iron-on attachments.

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This new concept aims to target both ends of the R strategies. From recycling to rethinking,

Rethink: This concept would be a new archetype of clothing that can be sold. It is not a complete garment like a top or bottom, nor is it an additional pairing like accessories, but it is almost like an 'enhancement' to existing clothing that the consumer has, that is permanent enough for usage but may also be a temporary edit where they can change how their clothing look like again after getting bored of it awhile. Maybe fusing can be used so customers can easily iron on with no sewing knowledge, while having advantages that it is not a super permanent edit as well.

Refuse: This business model does not sell a new tee shirt to a consumer, but only the utility add-ons. Thus refusing the adding of a new garment to the wardrobe

Reduce: source off cuts of fabric that exists in industry, such as pattern cutting leftovers, or length alteration waste. To create this small 'enhancements' that does not strictly require to follow the grain of fabric since it is much smaller and it is something small that does not warp the whole garment if constructed out of these rules.

Repurpose & refurbish: These add-ons to clothing add new utility and purpose to the pieces, it can come in the form of a pocket add-on, or maybe even going into specific applications such as a tissue pouch or a pen holder, since consumers are involved in the process of what they want and need, the idea of a 'pocket' can be even more specialized to the need of the individual. Creating a 'new' garment from something they already like, like a tee they used to love, and adding on utilities that make sense to their persona and character.

Repair: There are also opportunities to repair since the new 'pocket' could cover a damaged hole in an old garment, almost like patchwork.

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Life cycle extension, this project extends the life cycle of consumers existing clothing, which removes the level of desirability needed. Instead, one way is that these add-ons increase the durability or utility of the existing clothing, while enhancing the existing visual desirability that the owner already has for their old garment

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Manufacturers to source and use their waste fabric from excess cuts.

Direct to consumer, for them to be exposed to this new concept of fashion, not the usual ready complete clothing they are used to, but instead there is value in their own input to the clothing

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This is a platform model since it uses unutilized materials such as off-cut waste fabric etc

This is a circular model since consumers not only get to refresh their old cloths but are now part of the design process to make what they really want.

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To design a new archetype of fashion where people have the ability to iron-on useful details to their existing clothing, eg. a new pocket or a new utility pouch.

Smaller patterns such as pockets and such means that it is easier to use off-cut fabrics as compared to a tee which is larger and more important to follow the grain of the fabric during pattern cutting.

These designed products come to the consumer and they have full control of where to place it.

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To design an experience for consumers to re-design their own existing clothing. Within well-thought boundaries that are designed for them, giving them the ability and the tools, while still having control over the creations so that they are still coherent and good looking.
A business that sells not just garments, but ability to alter garments. How can we design a space that equips literally anyone, giving them ability to Re-design their current wardrobe?

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To allow consumers to rethink the phenomenon when people think: 'I shall not wear this shirt since I have worn it too frequently'. What makes a piece 'outdated' in our eyes? Why do people keep clothes in their wardrobe and not wear them but refuse to give them away at the same time? Similar to fashion swapping, giving new life to these less worn but yet clothing that is still in great condition. Some people still have attachment to these clothing and do not swap but do not wear. What is the definition of the end of a garment? What if garments could change or evolve?