How might we educate consumers towards more sustainable fashion behavior?


A better textile life

One of the biggest downsides to the growing fashion industry is its unsustainable and wasteful character. The sock service SwapSocks solves this problem by encouraging consumers to recycle—or swap—their socks after end of life and teaches them how to lead a better textile life. By means of cleverly designed sock patterns, an online platform, and a new supply chain that allows closed-loop regeneration of Econyl, SwapSocks save 38% of CO2 emissions and 50% of energy compared to traditional socks. 

Info MSc Circular design thesis
Design Product, branding, webdesign

Professors Prof. Conny Bakker & Prof. Ruth Mugge


The design process of SwapSocks started with consumer research in which I interviewed 7 millennials with a diversity in style and mindset. In addition to consumer research, I also spoke with several industry experts in the field of fashion and technology and visited a textile factory in Jordan to get a better picture of the fashion industry and its future.

The Ivory Garments factory in Al Tajamouat, Jordan and millennials showing their wardrobe during the research.

From the insights gained during the interviews, a total of six opportunity areas were created to set directions for concept development.

The consumer research revealed that many millennials experienced difficulties with their socks. Single socks disappeared, they broke too fast, or they ended up in the trash as recycling options were not available. By using new technological developments such as AI and new hyper-recyclable materials such as Econyl, SwapSocks solves these problems by offering a collection of single socks that always match and are 99% recyclable.

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Next to the design and production of socks, I designed a brand identity, packaging and a website as part of the concept. The website serves as an online webshop but also functions as a platform where SwapSocks consumers can meet, chat and learn about sustainable fashion. The packaging engages in this conversation as well and encourages consumers to swap their socks after end of life, as well as providing tips & tricks on how to lead a better textile life.


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