Diseño de una colección urbana upcycling para jóvenes de 18 a 25 años, a partir de la transformación de prendas en desuso para la marca The Wolf

Abstract

This project arises as a response to the contradiction between the growing interest in sustainability in Ecuadorian fashion and the scarce practical implementation of upcycling in the textile industry. Although it is recognized as an effective sustainable strategy, its application in the local context is still limited. Faced with this problem, we proposed the design of an upcycling urban collection for young people between 18 and 25 years old, using garments in stock without commercial outlet of the brand The Wolf, with the aim of resignifying its value through processes of aesthetic and conscious transformation. The proposal is based on a qualitative approach, including interviews with sustainable fashion designers, textile engineers and users of the target audience. As a result, a connection between urban fashion and graffiti aesthetics was identified, not as a simple decoration, but as an authentic form of cultural and personal expression. This finding inspired the creative concept of the collection, keeping a sober visual intervention to ensure that the sustainable approach is respected. The collection consists of six outfits that fuse jeanswear and activewear, redesigned through techniques such as cutting, reassembly and textile manipulation, highlighting the original history and texture of each garment. In conclusion, the project demonstrates that upcycling is a viable and creative strategy, allowing The Wolf to propose a sustainable line with an urban identity, aligned with the demands of a conscious and expressive youth.