second choice comes first

AI Quick Summary

The project aims to raise awareness among young consumers about the effort of fashion houses in using recycled fibers, gathering their feedback to help companies communicate their commitment to sustainability. The project will create a lab where people can explore how fashion uses recycled fibers. Located on the USI campus in Lugano, the lab will let visitors compare clothes made from new and recycled materials and discover how fiber recovery technologies work. The living lab will offer interactive activities that help participants learn how recycled fibers are used in new garments, about production processes and understand their environmental impact. At the end of the experience, everyone will provide feedback and receive branded merch from fashion houses. This feedback will reveal perceptions of fashion houses' commitment to using recycled fibers and whether they effectively communicate this commitment. The project team will analyze this feedback to develop guidelines for companies on how to communicate their sustainability efforts to consumers. These guidelines will form the basis of a quality and transparency label. The label will also be previewed in the living lab. This initiative aims to create a replicable and scalable model that encourages people to consciously choose garments made from recycled fibers from prestigious brands. It also helps companies communicate their commitment to sustainability more effectively, directly involving consumers, who are committed to guiding the choices of companies in the fashion world: the label will represent not a ‘green’ marketing tactic, it will reflect what consumers genuinely want.

Project Idea Metadata

• Project Idea Name: second choice comes first
• Date: 9/9/2025 1:46:08 PM
• Administrators:

Project Idea Description

The project will create a lab where people can explore how fashion uses recycled fibers. Located on the USI campus in Lugano, the lab will let visitors compare clothes made from new and recycled materials and discover how fiber recovery technologies work. The living lab will offer interactive activities that help participants learn how recycled fibers are used in new garments, about production processes and understand their environmental impact. At the end of the experience, everyone will provide feedback and receive branded merch from fashion houses. This feedback will reveal perceptions of fashion houses' commitment to using recycled fibers and whether they effectively communicate this commitment. The project team will analyze this feedback to develop guidelines for companies on how to communicate their sustainability efforts to consumers. These guidelines will form the basis of a quality and transparency label. The label will also be previewed in the living lab. This initiative aims to create a replicable and scalable model that encourages people to consciously choose garments made from recycled fibers from prestigious brands. It also helps companies communicate their commitment to sustainability more effectively, directly involving consumers, who are committed to guiding the choices of companies in the fashion world: the label will represent not a ‘green’ marketing tactic, it will reflect what consumers genuinely want.

The project aims to raise awareness among young consumers about the effort of fashion houses in using recycled fibers, gathering their feedback to help companies communicate their commitment to sustainability.