Climate change has made us all aware of the urgent need for change. We know that governments, companies, and even us have a role to play in countering its effects. Sustainable consumer behavior usually involves things like eating less meat and cutting down on single-use plastics. However, what many people don’t realize is that the stuff we own, especially fashion items, actually has a major negative impact on the environment. These products contribute a lot of CO2 emissions throughout their lifecycle, but we aren’t really encouraged to reduce our consumption.

Nowadays, there are many fast fashion companies selling cheap and trendy clothing. It’s especially appealing to Gen Z because it’s affordable and keeps up with online trends. Platforms like Instagram heavily influence Gen Z, making them feel like they always need to buy new clothing to express themselves. These influences make it hard for them to determine if a fashion item truly adds value to their lives.

This research focused on reducing fashion consumption amongst Dutch Gen Z while still being able to express themselves. A literature, introspective and generative research was conducted to find out more about the context and users. After several iterations the Reflection Café (see Figure 1) was created.
The Reflection Café is a place where you can playfully explore the reasons behind your purchases. You go on this journey with a partner to learn more about yourself and each other. Inside the café, you’re encouraged to reflect on your recent fashion purchases by creating visualizations about the experience with the item. This so called Reflection Board starts your reflection process, even if it’s unconsciously done. Reflection takes time, so the café offers a monthly experience. On your final visit, all your Reflection Boards are displayed on the wall, giving you an overview of your fashion consumption from the past months. This last visit will put together the pieces you have collected throughout the last couple of months and hopefully creates a better understanding of your own behavior. The ultimate goal is to answer the question: Why do you buy?

The Reflection Café subtly encourages visitors to reduce their consumption by letting them find out what fashion items bring value to their lives. The café doesn’t impose any judgments on what’s right or wrong; it’s about what each person finds important. The café will help you to live life with greater awareness and appreciation.