Re-thinking do-it-yourself: An ontological approach to sustainability in fashion design praxis

Abstract

The research explored DIY (do-it-yourself) as a sustainable approach within the design praxis of a South African clothing label. DIY is characterized by “ creating,” “ doing,” and “ making” to formulate temporary expressions about who we are, rather than passive engagement and consumption. DIY, as a degrowth anti-capitalist practice, echoes the slow fashion movement by addressing questions of individual accomplishment, creativity, self-confidence, independence, self-reliance, and developing new skill sets. The findings from the study of fashion design praxis suggest that the motivation for DIY activities and behavior within the studied design praxis is holistic and ontological. The design praxis no longer focuses on producing for self-use (DIY), but rather that DIY is a meaningful tool for engaging with a living object that is informed by users’ meaningful association with the product and the making process. The study revealed significant similarities between DIY and emotional durability, suggesting an ontological framework, “ doing-it-for-yourself-and-others” (DI4Y2).