Woods  

The Summary

Anniek SchrijenKelly HailGeraldine de MuynckPaula Stina TasaneGerjan Vloedgraven

The concept of WOODs contains two parallel stories which both take the same journey. While the first one involves the nature of the man in a metaphorical way, the second one leads to the literal nature by following the path of the Cradle to Cradle philosophy.

The man will go back to the woods, meaning back to his own manly environment, by experiencing both the jeans and the shop. These experiences are inspired by the forgotten manly jobs of the past.

By providing jeans that eventually will be turned into another natural product, WOODs will make a major contribution to saving literal nature.

VISION&

MISSION

Vision

Nowadays, the male consumer seeks recognition of masculinity in shopping. In this search,

garments are often chosen due to their fashion rather than their eco-effectiveness.

Mission

WOODs will provide men with confidence and comfort in wearing their jeans,enforcing this with a shop experience in which the man can go back to his roots in his own pace. By turning awareness into action, WOODs strives to involve men in the Cradle to Cradle philosophy regarding the textile indus-

try.

slow enjoyment

courageous pride

triggering motion

-45 to 55 years old -regular family man with a 9-5 job

-great importance to family -active and healthy lifestyle-intelligent and down-to-earth

-up-to-date on current happenings-goes shopping in mainstream stores out of con-

venience-can afford luxury goods but they are not his

priority

CUSTOMER DESCRIPTION