Alexa Schwarzwald

Ameco is an online shop whose concept was borne from the principles of sufficiency and anti-consumerism looking at ways to promote and facilitate sustainable shopping habits through academically researched theories, methods and recommendations. With ameco, consumers are able to discover designers in their communities through a custom map, which will guide them through the process of the introductions of those designers and ultimately to order and pickup their pieces.

The principles of sufficiency, as described by Freundenreich and Schaltegger, can be broken down into four management perspectives, decelerating (emotional and physical durability), decluttering (versatility), disentangling (local influence) and DIY (produce, maintain, repair). Ameco aims to cover most if not all of those facets in its structure, content and tools to promote more sustainable shopping habits by demonstrating the value of singular, attractive, high-quality, local items and to encourage thoughtful and meaningful purchases that are not borne of the need to satisfy a trend. The relevant research suggests that facilitating the connection between consumer and creator literally and metaphorically through the sharing of stories, is an indispensable component that will allow consumers the opportunity to engage with their purchases on a personal level, thus leading to a more gratifying relationship with their closet and an inclination to value it more and to maintain it rather than to endlessly add to it.

I would like to thank all of the amazing and exceptionally talented designers who participated in my project and made my ideas come to life in a way I could have only dreamed of. This project is the product of the skills, mindset and passion I have gained from my experience at Ryerson. Particularly in the last two years, I feel that I have grown more personally, ideologically and professionally than I ever have in my life, and I have Ryerson to thank for that. I am so grateful to have been able to cultivate my knowledge in a safe, nourishing and progressive environment where I have had the opportunity to test, fail, succeed and grow. Thank you for your interest in my final capstone project, I hope you like it!