Design by Patagonia - Essay Example

Design Design Introduction In the contemporary world, design is one of the most imperative features, which is transformed into an object for the betterment of human lives. In other words, it is an extremely vital element influencing the human environment when executed in a responsible manner. Although design is an important element, at the same time it is problematic. Alongside, a significant lack of understanding regarding the importance of design value is identified, which has created widespread confusion about the design practice (Evans & Thomas, 2013; Heskett, 2005). In this regard, a substantial number of people are identified to demonstrate their understanding of the concept of design, but little agreement is observed in terms of its definition. Despite all these confusions and lack of a unanimous definition regarding the concept of design, Heskett argues, “…design matters profoundly to us in innumerable ways and represents an area of huge, under-utilized potential in life” (Heskett, 2005: pp. 3). Thus, from this standpoint, the essay intends to relate Mens Fezzman Shirt manufactured by Patagonia to the concept of design and assess its design cycle. The design concepts will be applied to explore the extent to which the shirt manufactured by Patagonia relates to responsible production. Discussion The concept of design as advocated by Heskett is related to the ability of human beings to preserve the environment in which people live without interfering nature and thereby meet their needs and provide meaning to their lives. According to Heskett, resources that are used in the development of an object might have a significant ecological and environmental impact. In relation to responsible production, Heskett claims the consumers are the most influential factor that drives companies to adopt the type of production. In this regard, an example can be illustrated to understand the Heskett ideology of responsible production in a better way. Notably, it is claimed that if the consumers are less concerned about the environment, companies would more likely demonstrate minimal responsibility towards producing environmental friendly products. In other words, the companies might not strive to reveal responsible production. According to Heskett, companies lay minimal stress on responsible production, particularly due to the fact that people having a low standard of living have higher demand for the products and services while they have minimal concerns and awareness about the environment (Wever, 2012; Heskett, 2005). Mens Fezzman Shirt manufactured by Patagonia is made from 100% organic cotton fiber which is durable in nature and at the same time soft. Mens Fezzman Shirts are manufactured in Patagonia’s (2015) NATURE USA Knitting and Sewing manufacturing facility located in California, in “safe, fair, legal, and humane working conditions.” The organic cotton fibers used in the manufacturing process of Mens Fezzman Shirts are produced using eco-friendly techniques and processes. Moreover, the organic cotton used in the manufacturing process of Mens Fezzman Shirts is cultivated without using chemical pesticides or fertilizers that might negatively influence the environment. Hence, Mens Fezzman Shirts manufactured by Patagonia release relatively a small amount of ecological footprint. The company in the production of its goods exerts its concerted effort to comply with the “international labor and human rights standards” (Patagonia, 2015). The company is involved in providing healthy and fair working conditions for its employees working in its manufacturing facility. The company has established Social/Environmental Responsibility (SER) for monitoring its operations to ensure that its performance is in compliance with the environmental laws and regulations. The company makes use of large volumes of water and energy in its product manufacturing process. Thus, the company is engaged in monitoring the activities and operations of its suppliers to safeguard and ensure the preservation of the environment as well as the employees engaged in production and the consumers of its products (Patagonia, 2015). To manage the impact of chemicals used in the production process on the environment, the company has developed the Chemical and Environmental Impacts Program through which it manages the worldwide network of its supply operations (Patagonia, 2015). This program of the company addresses almost all areas related to effective management of the environment. The major areas covered by this program include chemical management, greenhouse gasses and waste management. Through its social and environmental approach the company is committed to provide products to its customers, which have the least effect on the environment while delivering high social value to all individuals associated with it (Patagonia, 2015). Heskett stressed utility and significance and, accordingly, defined utility as “the quality of appropriateness in use”. This signifies the extent to which the design meets the practical purposes and ensures “affordances or capabilities” (Heskett, 2005: pp. 26). In this regard, Heskett has illustrated an example of a kitchen knife. Accordingly, he asserted that the value of utility of a kitchen knife is fundamentally associated with cutting of food items. Thus, it is essential that knife is sharp enough to cut the food items while at the same time it must provide convenience to grip (Heskett, 2005). In relation to utility of Ms Fezzman Shirts is to provide comfort to its users. Notably, the Shirts manufactured by Patagonia are made from 100% organic cotton fibers, which is soft and durable. According to Heskett (2005: pp. 27) the concept of significance, “explains how forms assume meaning in the ways they are used, or the roles and meaning assigned them, often becoming powerful symbols or icons in patterns of habit and ritual”. With respect to Ms Fezzman Shirts, it is quite hard to relate meaning to these Shirts. The Shirts represent a trendy style while at the same time it provides the user with the feeling of traditional fashion (Patagonia, 2015; Hu, 2012). In addition, Heskett also emphasized on communication and system concepts of design. According to Heskett, communication is short-term entailing a series of two-dimensional material, which have considerable influences on the modern life. The impact of communication is both favorable and unfavorable (Heskett, 2005). In relation to Patagonia, its website deciphers a healthy environment consisting of images of snowboarding, mount climbing, surfing, and nature. The company also communicates its firm determination to reduce the impact of ecological footprint with the consumers through publishing the measures undertaken by it towards the protection of the environment under the tile, “The Footprint Chronicles®” (Patagonia, 2015). This provides the visitors of its website with the information pertaining to the materials used to produce its products. According to Heskett, the concept of system is “regarded as a group of interacting, interrelated, or interdependent elements that forms, or can be considered to form, a collective entity” (Heskett, 2005: pp. 96). Considering Patagonia, it is apparent that the company has related its business process with outdoor sports such as kayaking, trail running, and fly-fishing among others. By establishing this connection, the company attempts to link its customers with the system (Patagonia, 2015). Conclusion It is clear from the above discussion that Ms Fezzman Shirts manufactured by Patagonia lay within the domain of responsible production. The use of 100% organic cotton fiber in the manufacturing of the Shirts has revealed the firm determination of the company to reduce ecological footprint and negative impact of production on the environment. Furthermore, the company has demonstrated an enlarged commitment towards promoting the welfare of its employees and consumers by complying with several standards and legislation governing their wholesome development. It has also placed a high criterion for other companies to raise its level of performance by valuing the environment and performing its business that would reduce the impact on the environment. Thus, it can be concluded that the design cycle of Ms Fezzman Shirts manufactured by Patagonia firmly relates to the Heskett’s concept of being for the “betterment and enjoyment of all”. References Evans, P., & Thomas, M. (2013). Exploring the elements of design. United States: Cengage Learning. Heskett, J. (2005). Design: A very short introduction. United Kingdom: Oxford University Press. Hu, Y. (2012). A study on the sustainable fashion design in the process of use. International Journal of Arts and Commerce, 1(4), 54-59. Patagonia. (2015). Becoming a responsible company. Retrieved from http://www.patagonia.com/us/patagonia.go?assetid=2329 Wever, R. (2012). Industrial design engineering. J. Design Research, 10(½), 1-6. Appendix Ms Fezzman Shirt Read More