|Product / Service
|A02. Applied Innovation
|INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
|INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
|LOVEANDMONEY Seoul, SOUTH KOREA
|Jung A Kim
|Chief Creative Officer
|Executive Creative Director
|Jeong Gon Kang
|Won Jun Choi
|Copywriter, Product Manager, Communication Manager, Strategist
|Yun Jung Kim
AIR PADDING is a winter padded coat with no fillings but only air. It’s designed in ergonomic way. Also designed to control the amount of air as much as you want. AIR PADDING is warm enough to wear during winter. Its thermal insulation is almost equal to that of goose down. AIR PADDING is the very first product to attempt to replace goose-down padding and to end live plucking. AIR PADDING shows a vision of winter vegan fashion.
Live Plucking is a dreadful down-harvesting process by plucking geese’s feathers alive. To maximize the down production, geese are repeatedly plucked alive during their lifetime. Due to its cruelty, live plucking is being executed in secret. PARACOSM STUDIO, a new fashion brand and a market challenger, wants to challenge this brutal process in fashion industry. We want to make people wear winter jacket without harming any geese. In a giant trend of vegan fashion, PARACOSM STUDIO's product is going to be the very first product to attempt to replace goose-down padding and to end live plucking.
The idea is that we can end live-plucking if we replace goose down with a better alternative, air. It's because air is the most essential and effective material to insulate. Thus, we made a winter jacket filled only with air, AIR PADDING. To prove if it's warm enough, we try to test it and write a research paper. To show and sell it to as many people as possible, we contact MUSINSA, the most popular and MZ's favorite fashion shopping app.
23 Jan 2020 - First raw idea presented 10 Mar 2020 - First meeting with PARACOSM STUDIO 12 Mar 2020 - First meeting with SEOUL NATIONAL UNIVERSITY lab 29 Mar 2020 - First Prototype Design 4 May 2020 - Design developed & Making a mold 12 June 2020 - Prototype out & Warmth test started 20 Sep 2020 - Test result : 0.06 clo difference between AIR PADDING and goose down. Production confirmed. Oct~Nov 2020 - polyurethane bought. mold for AIR PADDING upgraded. production line installed. production started. 1 December 2020 - Launching date
Air is the most essential and effective material to insulate. The greater the amount of air, the higher the warmth. Actually, goose down is warm because it traps air a lot. AIR PADDING is filled only with air. It’s divided into 10 separate parts to fit the human body’s curve and to make its movement free. Each part is designed to control the amount of air as much as you want. AIR PADDING is made of polyurethane, an airtight material. AIR PADDING has been tested for 6 months in SEOUL NATIONAL UNIVERSITY to prove its insulation capability. The test was done on high-tech mannequin which can measure an amount of losing heat, and calculate an insulation capability and efficiency. According to the test result, the difference between a goose down’s insulation capability and AIR PADDING’s insulation capability is just 0.06clo, which means a warmth of a sheet of sleeveless shirt, which means AIR PADDING is as warm as general goose down padding.
- Launched AIR PADDING on MUSINSA, MZ’s favorite online shopping mall in South Korea. - 780,000 exposed on social networks. - 23,207 gathered on raffle event. - trending now #9 on the shopping mall. - 21 articles and interviews released in media, including fashion magazines. - 19 Voluntary supports of celebrities. - Famous South Korean rapper wears AIR PADDING on #1 HIPHOP TV Show and gets 53,506 likes on Instagram. - Research paper was published from SEOUL UNIVERSITY in March 2020. - Opened an exhibition and a pop-up store in Starfield, the largest shopping mall in South Korea. Thousands of people come and go per day. - AIR PADDING : sold out. - Expectation : more winter vegan fashion products and brands. Expasion of winter vegan fashion market.