Dentsu Inc. Diversity Lab develops new clothing production system "041FASHION"

The text of the Dentsu Inc. news release distributed on April 12 is as follows.

April 12, 2018

Dentsu Inc. Diversity Lab Develops New Clothing Production System "041FASHION"

― Contributing to Society Through the ALL FOR ONE Project, Solving Social Issues Starting from Individual Challenges ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto (Dentsu Inc.) has developed a new clothing production system to address the challenges faced by wheelchair users.

In 2016, DDL launched the social unit "Social WEnnovators(※)" with Nippon Television Network Corporation and the Japan Giving Foundation, a general incorporated foundation, and the Japan Giving Foundation to establish the social unit "Social WEnnovators(※)" aimed at solving various global social problems. To date, it has created "041SPORTS" – sports enjoyable for people with disabilities (sports where they actually have an advantage and become popular) – and "041SOS" – methods to make train travel easier for people with children or undergoing medical treatment.

This time, as "041FASHION," we focused on five individuals with disabilities. By listening to and deeply exploring the challenges each faced, we realized a new approach to clothing design, leading to the development of six fashion items. For example, focusing on "Hitori," a female wheelchair user with a disability, we investigated what she truly wanted, needed, and her potential unmet needs. This led to solving the problem of skirts being difficult to wear while in a wheelchair.

The resulting flare skirt incorporates multiple zippers. This allows even non-wheelchair users to adjust the zippers to their preference, changing the design with a single zip. It can be worn freely as a tight skirt, semi-flare, or full flare. It prioritizes comfort, ease of wear, subtle size adjustments, and warmth, creating fashion that brings new value to "everyone" in society. Using a similar approach, they also developed items like a "military coat with a detachable lower back section" for Daisuke Uehara, a member of the Japanese Para Ice Hockey team.

In this way, "041FASHION" deeply explores unresolved challenges for wheelchair users, starting from the perspective of the "individual," and develops products that also meet the needs of non-wheelchair users, creating new value.

For this "041FASHION" design development, we received cooperation from United Arrows Ltd., who endorsed the project's mission. For sales, we adopted a "crowdfunding-style (order-based) sales model" ( https://041.world/fashion/ ) specifically for wheelchair users who find it difficult to visit stores.

At DDL, we refer to business models like "041FASHION" as "1 to Business to Social"

(abbreviated as "1toBtoS," meaning from one person to business, and from business to society). We will continue applying this approach to other fields to contribute to solving various social issues.

【Examples of clothing products born from 041FASHION】

Example 1) ZIP Skirt that can be worn flared or tight

Product Example 2) 2-Way Coat with Detachable Back Panel

 

※Social WEnnovators ( https://wennovators.com/#about ): A social unit (launched in 2016) where social entrepreneurs from Dentsu Inc., Nippon TV, and Japan Giving transcend boundaries, pooling the power of media, creative, and social initiatives to tackle social issues through the power of "WE". This unit also initiated the 041 Project ( https://041.world/ ).

End

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0412-009522.html