As the fashion industry accounts for over 10% of global CO2 missions, the need for behavioural shifts toward sustainable practices is critical. This thesis explores how digital tools—specifically the Digital Product Passport (DPP) and Statiegeld (a deposit-return mechanism)—can be strategically designed to engage consumers in circular fashion behaviours. Conducted as a case study with New Optimist, a sustainable slow fashion company based in Amsterdam, the research investigates how these tools can facilitate sustainable action, enhance brand engagement, and address systemic barriers such as low consumer awareness and practical friction.
A mixed-methods approach was adopted, consisting of qualitative interviews, a quantitative survey with segmentation analysis, and co-creative workshops with customers with predefined segments, triangulation the data. These methods informed a three-horizon design strategy. Horizon 1 involved redesigning the DPP and Statiegeld system for clarity, accessibility, and cross-segment usability. Horizon 2 introduced Statiegeld Plus, a brand-integrated loyalty app embedding circular participation through rewards and Augmented Product Features. Horizon 3 proposed Statiegeld Global, a scalable consortium model inviting other sustainable fashion brands to join, facilitating cross-brand exploration and trust through standardised implementation of DPP and Statiegeld systems.
Findings emphasise the importance of embedding sustainability into the product experience, rather than positioning it as a separate brand narrative. The proposed design supports both consumer empowerment and brand innovation, offering a robust and adaptive system for sustainable engagement. Recommendations are made for further research into system viability, reward mechanisms, and onboarding strategies for external brands.