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Design Thinking: SPRWMN


(Image courtesy of SPRWMN.)



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 organizations apply Design Thinking and spoke with Ambre Dahan, Founder and Creative Director of SPRWMN, to learn more about the company.



(Image courtesy of SPRWMN. The image depicts founder Ambre Dahan.)


1. What makes SPRWMN different from other brands?

We started out solely as a leather brand and now have organically expanded to a full range of categories, including denim, cashmere, knits, silk, and ready-to-wear. Our quality differentiates as we always explore new styles and ensure functionality. SPRWMN is a contemporary luxury brand with couture quality at a lower price point. We use the best fabrics, from French stretch leather Plongé, Japanese denim, and Italian cashmere yarns. Our past knowledge and experience in the fashion industry give the brand legitimacy. Joe is the founder and former CEO of Joe's Jeans. I worked with him as a design director at Joe's Jeans for ten years. Currently, he is a partner at SPRWMN. He was the first to develop the concept of denim "fits." Joe revolutionized women's denim when he created denim that caters to different body types.



(Image courtesy of SPRWMN.)


2. Where does SPRWMN find inspiration?

We find inspiration every day and everywhere. Art, nature, travel, and women's style influenced our designs. I love asking my friends and team for their insights.



(Image courtesy of SPRWMN.)


3. How does SPRWMN incorporate its mission and vision into its product offerings?

Our mission is to continue to produce high-quality products and better understand our customers' wants and needs. We aim to empower women by merging our intensive design process and master craftsmanship. We want to imbue confidence and comfort into all our garments.



(Images courtesy of SPRWMN.)


4. What is the future of the company?

We want to build brand awareness and offer even more high-quality long-lasting products.



(Images courtesy of SPRWMN.)

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Me on my first day of graduate school

Rachel Huss

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