Want Own Waste - Upcycled DIY shoulder bag
WOW is the acronym for Want, Own, Waste. Desire, own, discard. A mantra that governs the consumption habits of contemporary society, the constant craving for "new stuff" to fulfill the desire for an unattainable better condition.
The project began with an initial analysis of an old Salewa-branded mountaineering jacket, found in a dumpster and dated back to 2001 thanks to an old monthly magazine from the Italian Alpine Club (CAI). The jacket in question was completely dismantled: every seam was unstitched, and each component separated—the lining, the outer fabric, the embroidered logos, the zippers, buttons, elastic cords, straps, and labels.
The result? Over 160 individual pieces made from diverse materials and technologies, assembled through a complex, refined, and coordinated global logistics and production process. These materials had regained potential value; the key question in the design process was how to give these valuable fabrics a new purpose.
Inspired by projects like Autoprogettazione by Enzo Mari and Vestirsi è Facile by Archizoom Associati—whose core message is about user self-determination against mass consumption and standardization—the project developed into a production manual that promotes each individual's ability to intervene directly in the life cycle of a product, transforming seemingly useless materials into practical bags. The user is no longer a passive consumer but a conscious and active co-creator, capable of recognizing the potential in what is often discarded.
Learning through doing is the core principle of the project. Every step was designed to be comprehensible and accessible, even for those with no sewing experience. Inside the Salewa store in Bolzano, the WOW project comes to life through a temporary installation located in the Second Life area and two hands-on workshops where participants created their own bags from discarded fabrics.
This collaboration not only spread useful techniques but also fostered new awareness: the ability to transform, create, and choose consciously, resisting the logic of throwaway consumption.
