Elle McDougald

Even if made to withstand the harshest conditions, ski apparel often ends up having an alarmingly short life span. Replacement is often due to light wear and tear, such as fading colors or broken zippers, and the emergence of new fashion trends. Consumer buying habits can be transformed by restoring discarded apparel and updating its design. To reinvigorate athletic wear and reduce waste, I used techniques including fabric dyeing, the use of laser-cut GORE-TEX tape, and hardware replacement. Less Shit is a business system showing how these adaptations can be easily incorporated into the operations of all outdoor apparel companies.