From Concept to Closet: Expectations and Realities in Circular Denim Design

Abstract

Product design plays a critical role in advancing a more circular and thereby sustainable fashion industry. While various circular design approaches exist, each product group offers particular challenges. Given this complexity, the present article focuses on denim jeans, which allows for specific but scalable insights, due to denim’s global ubiquity. The objective of this research is an exploratory analysis of industry professionals’ expectations and realities in circular denim design contexts. The analysis is grounded in the principle-based philosophical framework for Fashion Design Praxis by Harvey & Ankiewicz (2023), examining volition (mind-set), design knowledge (epistemology), design process (methodology), and objects (ontology) in circular denim design. Data were collected through semi-structured qualitative interviews with denim professionals (n=9) including designers, and technical specialists at different stages of adopting circular practices. Interpreting findings through the underlying framework reveals differences between conventional and circularity-optimized denim design from early design stages to final product aesthetics. While the analysis identified trade-offs regarding components like fabrics, washes or trims, it also highlights how the given constraints can stimulate creativity and enable innovative design solutions. This research provides insights to proactively manage change processes for circular design adoption and outlines concrete directions for future empirical research that support the broader transition toward a more circular fashion industry.

Keywords: Design, Innovation, Sustainability, Circularity, Fashion, Denim

DOI: 10.54941/ahfe1007722