fouta: Circularity as a guiding principle
The Swiss textile company
Process and services
Over the course of seven years, the company was built, optimized, and further developed through an iterative process following the lean start-up principle. Circular design was integrated into the brands DNA as a mindset, and based on this, identity, products, customer experience, and communication were developed and implemented.
In addition to a focus on emotional and physical longevity, product design was oriented towards monomaterials (GOTS-certified organic cotton) to enable recycling.
Toxic chemicals were avoided in cultivation and dyeing, natural fiber bleaching was eliminated, and packaging based on natural fibers was minimized. By upcycling discarded fouta towels into new high-quality products and using small scraps as secondary raw materials, textile waste was reduced, and natural resources were conserved.
Special attention was given to ecological and social aspects in the design of the ecosystem, value chain, and the entire lifecycle (beginning, use, and end).
Key areas of focus
- Guiding principles
- Strategy and roadmap
- Organizational development
- Tools and innovation process
- Skills development
Impact
The creation of timeless, durable, and circular products not only promoted the textile craft and preserved valuable jobs, but also heightened awareness of social and environmental issues among end consumers. The Zurich-based startup built an impressive international press portfolio and successfully positioned its products in over 50 Swiss design stores.
Co-lead at Reform
Network partners
- Beni Sutter, Grauwert (Graphic design)
- Janine Iten (Interaction design)
- Jonas Weibel (Photography)
- Michel Gilgen (Photography)
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