What's the value?
Economic
Target prides itself on being a store guests go to and can "expect more, and pay less". However, our research shows that when given the option, 96% of our 150 survey respondents would be willing to pay more for a product if they knew it was good quality and was also sustainably made. Additionally, 91% of respondents also said that they already/would like to buy more US made products, even if they were higher priced. Utility Thread presents opportunities for Target to comp the costs of US production and high quality cotton textiles through the revenue driven by the resale of lightly worn and upcycled garments, as new textiles would not need to be purchased for production. Designing circularly offers sustainable solutions for the products, as well as Target as a company. By building on the projected future of fashion, utility clothing, as well as expanding its already vast customer base, Target is ensuring its success for the future when the industry will inevitably require companies to shift to more sustainable and circular business solutions.
Environmental
Emotional
From the textiles we use, to the end of life opportunities we use, our number one priority is providing for our customers and the planet. Our products have a fiber content of 100% cotton twill. While this may be a slightly higher cost to the guest, it is a much lower cost to the environment, since this textile is both sturdy during its use, and compostable when it reaches its end of life. This compost is then used to help cultivate healthy soil for the next round of cotton to be grown by our suppliers and farmers. The utility style and inclusivity of our products give a wide range of guests the opportunity to wear their clothes for longer and keep them out of the landfill. Get a rip and are tempted to throw it away? Mend your garment or bring it back so we can make it into something new for you to use. Utility clothing are meant to match all aspects of the guest's lifestyle, from working in their studio or outside, dressed up to head to the office or dinner, or even just playing with their kids at home. We as the designers live on the same earth as the guests, and want to keep it healthy just as much as they do!
Our Target guests asked, and we answered. Our circular design partners asked, and we answered. The fashion industry asked, and we answered. We designed clothes that people want and need, and want to be involved in. Circular design is a team effort, and in order to achieve, we need the help at each step of the process to make a brand and products that people will love to wear, and can continue to love to wear throughout each step in its lifecycle. At Target, we aim to create an unparalleled product assortment that goes beyond the basics. That means providing guests with high-quality designs they’re proud to buy, at prices they can afford to buy. Utility Thread also aims to highlight the people who make this possible, like our farmers, US suppliers and factories, our distribution and transportation workers, and our designers, by designing products we know they will love and use as well. The future of workwear and fashion should be accessible to everyone, and through this brand we were able to connect people from all walks of life to create and use something great.