Consumer Experience (CX) Digital Tools for Dematerialisation for the Circular Economy - for the design of a new generation of 'Product Cultures' that promote human wellbeing and people's agency in environmental sustainability The much expounded sustainability strategy of dematerialisation - buying less and extending the life of products - is now starting to gain significant traction in the general consciousness on account of the Covid-19 pandemic. Our eco-design strategy for dematerialisation is focused on gaining a fine grained understanding of human experience in order to extend 'product offerings' that would decouple the use of material resources from human wellbeing and economic development, by designing experiences and services related to products that include care, update/upgrade, repair, and recycling. The central idea is that by designing experiences and services for products, value that is based on human wellbeing needs can be added to them. We aim to shape new cultures of consumption that will meet the demands of the market for greater sustainability, whilst giving consumers greater agency to respect their environment - becoming custodians rather than consumers. This requires a new relationship between consumers and their products. We believe that experiences and services for products must be constituents of this relationship, hence the challenge is to translate our understanding of needs related to human wellbeing into the design of product-experience-service offerings. We will innovate CX Digital Tools to support experiences and services for physical apparel products that are related to care, repair and update/upgrade in order to keep apparel in use for as long as possible. We will define a set of scenarios and associated technologies for new cultures of CE, by gaining understanding of how social and digital actors (the consumer-public, charity shops, repair initiatives, clothes swapping initiatives, apparel brands, retailers, and digital-electronics hacker communities) come together to enact a CE. We will innovate new sensing and perceptual technologies based on novel computer vision and machine learning architecture to be used by consumers to understand materials and materials degradation, to make decisions of material reparation and to express their perceptions around aged, repaired, updated/upgraded products. We will evaluate user interactions and perceptions derived from scenarios, with a methodological contribution to the evaluation that combines our HCI, social sciences, design and phenomenological approaches. The CX Digital Tools is designed and specified using our Circular Experience Model we have conceptualised, which has four categories: 1) Pre-Ownership; 2) During Ownership; 3) Giving up Ownership; 4) Post Ownership. We will use these four categories to design a set of experiences and services for apparel products that are focused on the human perceptual experience of materials - specifically, materials from waste and recycled materials, ageing and wear, repair, and update/upgrade. We will adopt a Citizen Science approach in order to design and test experiences and services with consumers and stakeholders. Through this approach we will ensure that we are reducing the need to develop new technology products, as we will seek to work with digital technologies that consumers already possess, which forms part of our approach to mitigate environmental impacts both in our research programme as in the outcomes of it. This 30 month project will be led by the Materials Science Research Centre at the Royal College of Art in partnership with UCL - the University College London Interaction Centre, Computer Science Department, and the Knowledge Lab.

The Collaborative Research & Development (R&D) Partnership project will work with the Fashion Textiles and related Technology (FTT) industry in order develop research-led solutions to business growth, technological and consumer change. This will include working closely with small firms who make up the vast majority (80+%) of the sector, in fashion design, designer-making, manufacturing, retail and in related services that are fed by the fashion & textiles sector, e.g. events, interiors, publishing, performing arts, media and other creative services, as well as a wide range of textiles applications in manufacturing, medical and product design. The research will be delivered by a partnership between several universities led by the University of the Arts London, who together specialise in fashion and textiles design, business, manufacture and marketing, including specialist research centres in sustainable fashion and circular design, sustainable prosperity, materials and textiles manufacturing, in London, Leeds, Loughborough and Cambridge. The R&D project will be based around the East London Fashion & Textiles cluster and the connected production growth corridors of the Thames Gateway and Lea Valley/M11 (London-Cambridge) where opportunities for FTT workspace and manufacturing expansion are evident. The R&D work programme will include short and longer term research projects and enterprise support with small firms/SMEs to identify and develop solutions to the growth of their business, products and markets and related skills needs; work with larger fashion brands to develop more sustainable products through innovative design, manufacture and waste processing; research consumer experience and needs in material/fashion brands and retailing, including the future place of high street retail, store design and online markets; test new and existing synthetic and natural materials for new product development; and explore markets for more sustainable UK fibres/chemical processes and opportunities for regional UK textile production. The R&D programme, which will be co-designed with FTT companies and industry associations, will also identify the related skill and training needs which accompany the economic and technological challenges facing the FTT industry, and design through the university partners and other training providers (e.g. FE Colleges) and enterprise support organisations, new and novel training and Continuing Professional Development programmes.

The UK is known for its successful creative industries and its fashion designers are widely acknowledged as creative influencers on the world stage. The UK's designer fashion sector, largely made up of micro and small enterprises (MSEs), constitutes a globally recognised creative engine, effectively acting as R&D for the wider fashion industry. Design-led fashion enterprises, whilst often struggling financially themselves, provide pioneering alternative visions of prosperity in business. This project investigates the role of creative entrepreneurship and design in fashion MSEs as a potential driver for change, providing a valuable lens through which to examine the future for a sustainable fashion industry. A multi-disciplinary research team will work directly with a range of design-led fashion MSEs as co-producers of the research. The fashion designer-entrepreneur, and leaders in MSE teams, will be the focus of analysis. The research will explore sustainability as a creative endeavour, examining four key areas: design and operations; business networks and ecosystems; working practices; entrepreneurship and business models. This will lead to new knowledge and understanding of the internal operations and external context within which these fashion MSEs operate. This knowledge will be applied to establish and support new sustainable models of business development, repositioning designer fashion MSEs as major contributors to the UK's creative and sustainable economy, and ultimately informing future UK policy for the creative industries. The research will analyse existing and novel business models and practices that foster sustainable prosperity, a concept aiming to balance environmental, social, cultural and economic considerations. We will identify barriers and points of intervention in order to develop alternative business support mechanisms for sustainability to inform fashion businesses at both small and larger scales. To meet this complex challenge, the academic team is drawn from three leading research centres and universities, whose complementary academic expertise will provide a novel cross-disciplinary approach to research in fashion innovation and sustainable prosperity. Led by London College of Fashion (LCF) at University of the Arts London (UAL), the project is a collaboration between UAL's Centre for Sustainable Fashion (CSF), Middlesex University's (MU) Centre for Enterprise and Economic Development Research (CEEDR) and the Open University's (OU) Department of Design. CEEDR is a key partner in Surrey University's Centre for Understanding of Sustainable Prosperity (CUSP). To maximize the impact of the project directly on the fashion sector, the research team will work closely with the Centre for Fashion Enterprise (CFE), a fashion business incubator based at LCF (est. 2003); the British Fashion Council (BFC), the UK industry body responsible for promoting international sales of designer fashion; and the Ethical Fashion Forum (est. 2005), an alternative sourcing platform for international fashion MSEs working with sustainability. The research team will also work with a group of 20 designer fashion MSEs who want to engage with sustainability practices. Four key project partners will provide current examples of different business models incorporating sustainability: Unmade, Christopher Raeburn, Martine Jarlgaard and RizBoardshorts. These four MSE partners will engage with the research team in knowledge exchange and evaluation throughout the entire project. Outputs will include: case studies, academic journal articles, key findings report, and policy briefing note. In addition, a business support for sustainability 'toolkit' will provide new guidance for both emerging and established business support and incubator organisations (eg. CFE, BFC, Fashion in Leeds initiative) to foster more sustainable fashion practices.

The fashion design industry contributes £28bn or £50bn including indirect contributions, to the UK economy with a growing workforce of nearly 900,000 making it one of the largest creative industries in the country. This is an industry-led challenge in which designers will lead a highly creative process of applying, co-developing and implementing new textile and industrial digital technologies (IDTs) in collaboration with supply chain manufacturers and other technology experts, in the high value luxury textile and fashion sector. The R&D cluster will deliver exciting new creative innovation opportunities, new products, shorter product development and design lead times, reduced costs, and substantially increase global industrial competitiveness and productivity. The research focuses on developing new creative design processes, products, service and business models, linked to two key themes: 1. Digitally Connected and Sustainable Processes. 2. Digital Communication and Data Analytics. The R&D in both themes will also feed in to the creation of new fashion design degree and industrial apprenticeship programmes to address a skills gap in the industry for multidisciplinary STEAM-based designers, that possess a unique combination of art, design, science and technology competencies.

The current global fashion supply chain is characterised by its lack of transparency, forced labour, poor working conditions, unequal power relationships and overproduction caused by fast fashion. Lacking ethics, the global fashion supply chain is also highly polluting. The total footprint of clothing in use in the UK, including global and territorial emissions, was 26.2 million tonnes CO2 in 2016, up from 24 million tonnes in 2012 (equivalent to over a third of household transport emissions). The Textiles Circularity Centre (TCC) proposes materials security for the UK by circularising resource flows of textiles. This will stimulate innovation and economic growth in the UK textile manufacturing, SME apparel and creative technology sectors, whilst reducing reliance on imported and environmentally and ethically impactful materials, and diversifying supply chains. The TCC will provide underpinning research understanding to enable the transition to a more circular economy that supports the brand 'designed and made in the UK'. To enact this vision, we will catalyse growth in the fashion and textiles sector by supporting the SME fashion-apparel community with innovations in materials and product manufacturing, access to circular materials through supply chain design, and consumer experiences. Central to our approach is to enable consumers to be agents of change by engaging them in new cultures of consumption. We will effect a symbiosis between novel materials manufacturing and agentive consumer experiences through a supply chain design comprised of innovative business models and digital tools. Using lab-proven biotechnology, we will transform bio-based waste-derived feedstock (post-consumer textiles, crop residues, municipal solid waste) into renewable polymers, fibres and flexible textile materials, as part of a CE transition strategy to replace imported cotton, wood pulp and synthetic polyester fibres and petrochemical finishes. We will innovate advanced manufacturing techniques that link biorefining of organic waste, 3D weaving, robotics and additive manufacturing to circular design and produce flexible continuous textiles and three-dimensional textile forms for apparel products. These techniques will enable manufacturing hubs to be located on the high street or in local communities, and will support SME apparel brands and retailers to offer on-site/on-demand manufacture of products for local customisation. These hubs would generate regional cultural and social benefits through business and related skills development. We will design a transparent supply chain for these textiles through industrial symbiosis between waste management, farming, bio-refinery, textile production, SME apparel brands, and consumer stakeholders. Apparel brands will access this supply chain through our digital 'Biomaterials Platform', through which they can access the materials and data on their provenance, properties, circularity, and life cycle extension strategies. Working with SME apparel brands, we will develop an in-store Configurator and novel affective and creative technologies to engage consumers in digitally immersive experiences and services that amplify couplings between the resource flow, human well being and satisfaction, thus creating a new culture of consumption. This dematerialisation approach will necessitate innovation in business models that add value to the apparel, in order to counter overproduction and detachment. Consumers will become key nodes in the circular value chain, enabling responsible and personalised engagement. As a human-centred design led centre, TCC is uniquely placed to generate these innovations that will catalyse significant business and skills growth in UK textile manufacturing, SME fashion-apparel, and creative technology sectors, and drastically reduce waste and carbon emissions, and environmental and ethical impacts for the textiles sector.