Design Thinking: Avavav


(Image courtesy of Avavav)


In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking into their market offerings. I had the opportunity to talk with Sinem B. ,Communication Manager at Avavav, to learn more about how the brand.




(Image courtesy of Avavav)



1. What makes Avavav different from other brands on the market?

I think what makes AV different is that we are an independent brand which means we have a lot of creative freedom. We are not attached to any certain guidelines and Beate can explore and create the designs she finds expiring. The rest of the 7 team members also have a lot of freedom and we can experiment a lot. The space from thought to action is relatively small.











(Image courtesy of Avavav)


2. How does Avavav incorporate its mission and vision into its product offerings?

We try to balance the art and fashion together. Making extreme items, as the Finger Shoes, together with more wearable designs for the everyday consumer. We always produce in small quantities in factories located close to our studio, using as much as deadstock as possible which is a part of our mission.



(Image courtesy of Avavav)


3. What is the future of the company?

We want to grow a platform that allows more and more creative freedom, we don’t necessarily have to be big to do that. But we aim to make Avavav available in more physical spaces.- Creative Director Beate Karlsson via Hooks Magazine article's The renaissance of the Buttcrack is here in AVAVAV’s AW22.



(Image courtesy of Avavav)




Me on my first day of graduate school

Rachel Huss

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