In the Netflix documentary Buy Now, Eric Liedtke, former Brand President of Adidas,admits that brands focus heavily on “creating objects of desire.” Liedtke highlights howeven the English football team’s kit changes multiple times a year, offering brands likeAdidas continuous opportunities to invent new stories and drive new sales.​

However, sport today is no longer just about the game it has expanded into a wholecultural movement involving music, artists, fashion, and street culture. Recognising this,Adidas and similar brands started collaborating with artists to become even moreembedded into consumers’ lifestyles. These companies invest significant time intounderstanding their audiences  who they listen to, what they wear, where they live tostrengthen emotional connections and encourage constant consumption.​

The production scale of these brands is extreme: Zara releases around 36,000 newgarments per year, while Shein reportedly launches over 1 million. Once a product sparksdesire, the purchase process is designed to be fast and effortless, reducing the timeconsumers spend thinking critically before buying. This quick thrill of acquiringsomething new often fades after just a few wears, and many fast fashion garments don’teven last long enough to maintain satisfaction.​

This cycle of addiction to consumption is intense and deeply ingrained. Reflecting on this for my project, I wondered:​​
What if, instead of creating permanent waste, we designed desirable products that naturally disintegrate?​​
This inspired my exploration of organic, biodegradable materials proposing a future where consumption and nature could coexist more harmoniously.