UNIVERSIDAD DE VALLADOLID
ESCUELA DE INGENIERIAS INDUSTRIALES
G ado en Ingenie ía de Diseño Indus ial y Desa ollo de
P oduc o
S i chWea :
Inspi ando la ecupe ación de bo dados
an iguos a a és de la moda u bana
Au o :
Muñoz Balad ón, Isabel
Responsable de In e cambio:
Eusebio de la Fuen e López
Uni e sidad de des ino:
Oslo Me opoli an Uni e si y
Valladolid, Julio 2021.
TFG REALIZADO EN PROGRAMA DE INTERCAMBIO
TÍTULO: S i chWea : inspi ing people o gi e old emb oide y new li e
h ough s ee wea .
ALUMNO: Isabel Muñoz Balad ón
FECHA: 7/04/2021
CENTRO: OsloMe – Campus i Kjelle
UNIVERSIDAD: Oslo Me opoli an Uni e si y (OsloMe )
TUTOR: Vibeke Sjø oll
RESUMEN
El p esen e p oyec o pa e del análisis de di e en es obje os desechados po
la sociedad ac ual, ecupe ando su as ondo cul u al, con el obje i o de o ece
al e na i as de uso y ein oduci el ma e ial desca ado en el diseño de nue os
p oduc os.
Se cen a en los bo dados hechos a mano adicionales en No uega, donde han
pasado de moda como deco ación del hoga . En es e con ex o nace S i chWea ,
una ma ca de moda en ocada en ace ca es as piezas de a esanía a las nue as
gene aciones. El obje i o es que sean conscien es de su alo cul u al y empo al y
puedan inco po a los a su es ilo de ida u bano en o ma de p endas y acceso ios
ealizados po ellos mismos.
El desa ollo de la ma ca incluye el diseño del con enido digi al que o ece a
a és de la pla a o ma Ins ag am, a modo de ídeos, o og a ías, consejos y
u o iales que acili en la a ea de c eación de nue os diseños a pa i de los
bo dados o iginales.
PALABRAS CLAVE
Bo dado, cul u a, diseño, moda u bana, Ins ag am.
ABSTRACT
This p ojec s a s om he analysis o di e en objec s disca ded by oday's
socie y, eco e ing hei cul u al backg ound in o de o o e al e na i es o usage,
and eusing he disca ded ma e ial o new p oduc s.
The ocus is pu on handmade emb oide y, adi ional in No way, whe e i has gone
ou o s yle as home deco a ion. In his con ex , we c ea ed, S i chWea , a ashion
b and ocused on making hese handic a s appealing o new gene a ions. The aim
is o hem o be awa e o he cul u al and empo al alue o hese pieces, being
able o inco po a e hem in o hei u ban li es yle in he o m o ga men s and
accesso ies made by hemsel es.
The de elopmen o he b and includes he design o he digi al con en
o e ed h ough Ins ag am, as ideos, pic u es, ips and u o ials ha acili a e he
ask o c ea ing new designs om he o iginal emb oide ies.
KEY WORDS
Emb oide y, cul u e, design, s ee wea , Ins ag am.
11
BAPD 2210 Cul u al unde s anding and communica ion
By Isabel Muñoz, Hans A ne Skå e e ke , Mads Ugland, He mine Poppe
2
This is us!
Hans A ne He mine Ma s Isabel
In o e In o e In o e In o e
Digi alDigi al Digi al Digi al
TechnicalTechnical Technical Technical
Ex o e Ex o e Ex o e Ex o e
AnalogAnalog Analog Analog
Aes he icAes he ic Aes he ic Aes he ic

33
Index
In o
In oduc ion
Resea ch ques ion
Goals
Me hods
The p ocess
P ocess
3 concep s
The p ojec
His o y
Cul u e and alue
In e iew
Analysis
Engaging hemes
Ideas using hemes
Expe imen a ion
The esea ch ques ion
S ee wea
Use g oup
P oduc ideas
Final p oduc s
P ocess wo k
Communica ing he p ojec
solu ion
Solu ion
Ou goal
Emb oide y on clo hes
Reaching he use
A pla o m o sha ing
Visual iden i y
The way o wa d
Conclusion
Sou ces
4
5
6
7
8
10
12
13
14
15
16
17
18
20
22
23
24
27
29
30
32
34
35
36
38
39
41
42
43
44
4
InT oducTion
Pu pose:
In h i s o es and Recyling s a ions all
o e No way you will ind an abundance
o hand emb oide ed pieces o a ,
le unwan ed o being des oyed.
Emb oide ed wall-hange s, ableclo hs
and apes ies a e no longe wan ed in
people’s homes. We wish o hono hese
wo ks by blowing new li e in o hem and
make hem mo e desi ed by younge
gene a ions.
Me hods:
To show he wo ld he po en ial o hese
a pieces we ha e c ea ed he b and
S i chWea . S i chWea is a s ee ashion
b and making upcycled appa el om old
emb oide ies no o be sold o consume s,
bu o be sha ed h ough social media.
We hope ha his will inspi e o he s o do
he same.
Resul s:
Wha we ha e ended up is an Ins ag am
accoun egula ly uploading inspi a ion
and examples o p ojec s using
emb oide y. We ha e made a jacke ,
a acemask, a o e bag and a bel all
cons uc ed o deco a ed wi h old
emb oide y. We ha e also made a “How
o” ideo, o gi e people he knowledge
hey need o s a hei own p ojec s.
Implica ions:
While i ’s oo ea ly o decla e whe he
o no we ha e achie ed ou goal o
inspi ing o he s o gi e new li e o old
emb oide ies, we ha e p o en ha i ’s
possible o u n old emb oide y in o
some hing endy and desi able. We ha e
he ounda ion o c ea e mo e p oduc s
o sha e and inspi e in he u u e.
55
esea ch quesTion
”How o inspi e people o gi e old emb oide y new
li e h ough s ee wea ashion.”
6
Goals
• To inspi e people o see he possibili ies
o using old emb oide y.
• Change he con ex o he emb oide ies
o i he con empo a y ime.
• Make emb ode ies accessible o young
people.
1313
hisTo y
Emb oide y is an a o m olde han
ci iliza ion. The i s indings a e om
a ound 30 000 BC, and ha e been ound
all o e he wo ld e en be o e a e was
widely a ailable.
Up un il he 20 h cen u y i was ese ed
o uppe -class housewi es as hey
we e he only ones wi h enough ime. As
houshold appliances go mo e au oma ed
du ing he 20 h cen u y, lowe class
women also go mo e ime o spa e. This
led o emb oide y quickly becoming a
common pas ime o lowe -class women
as well. (Say i wi h s i hes, The his o y o
emb oide y n.d.)
The ea lie coun s o emb oide y a e
usually animal hides wi h deco a i e
s i ching, o en accompanied wi h shells,
pea ls and s ones. (Mo is, His o y o
emb oide y, 2009)
Figu e 1: Jen e som b ode e , 1955 (Pho o: La s B y), om Digi al Museum

14
culTu e and alue
Emb oide y has always had a sense
o alue a ached o i . Many young
people oday associa e emb oide y wi h
some hing old. I eminds hem o isi ing
g andma o he co age wi h wall-hung
emb oide y wi h ma ching pillows and a
ableclo h.
In he book Emo ional Design, Donald A.
No man says ha ”We become a ached
o hings i hey ha e a signi ican
pe sonal associa ion, i hey b ing o
mind pleasan , com o ing momen s.”
(No man, 2007, p. 48)
The memo ies gi es he emb oide y i sel
a sen imen al alue o many o us. How
can we use his alue and he ime pu
in o he wo k, and u n he emb oide y
in o some hing ha young people oday
can use wi h p ide?
Emb oide y was he women’s a o m,
and all gi ls had emb oide y as pa
o school om he middle o he 19 h
cen u y. (Hodne, 1987, p. 116)
La e emb oide ies s a o ea u e
mo i es and image y o en depic ing
his o ical e en s, lowe s o eligious
symbols. I was a sign o weal h, and
people he e o e o en used i as
deco a ion a home. (S aniland, Medie al
c a smen. Emb oide e s, 1997)
Be lin wool wo k is a common emb oide y
echnique. Wi h wool h ead on can as,
you ollow a pa e n using c oss s i ch
o en ed s i ch. (Wikipedia, Be lin wool
wo k, 2021) This echnique is used on he
emb oide ies we ha e used in he p ojec
and is also he echnique used on he op
pic u e.
Figu e 2: Desembe , 1970 (Pho o:
Gunna Pede sen A/S), om Digi-
al Museum
Figu e 3: Bokken Lasson, 1940
(Pho o: Rigmo Dahl Delphin), om
Digi al Museum
1515
InTe iew
Boys in pa icula p obably ha e his
ela ionship, because in he old days
only women did emb oide y. I was
”unaccep able” o boys o be in e es ed
in some hing so” eminine.”
Wha do you hink we can do o a ac
he young use g oup?
I hink i could be ex emely cool o
edesign in age clo hes and combine
his wi h emb oide y. I hink his could
ha e helped o a ac he young use
g oup, as many ha e become much mo e
en i onmen ally conscious.
On he side a e wo o he emb oide y she
has made.
This is an exce p om an in e iew
we did wi h a 20-yea -old gi l who has
emb oide y as a hobby.
The in e iew ga e us inspi a ion and
con i ma ion ha we we e on he igh
ack. I was also o ge inpu om
someone ou side he p ojec .
Wha kind o ela ionship do you hink
young people ha e o emb oide y?
Mos people when hey hea he wo d
”emb oide y” p obably hink o he old
days, as a big ”women’s p ojec ”. Bu
I eel i has become mo e accep able
o young people, especially boys o be
in e es ed in emb oide y.
16
analysis
We analyzed all he emb oide ies we had,
o see i we could wo k a ound he s o y
ha was al eady in hem. We w o e down
he di e en elemen s in he composi ion,
wha he con ex could be and how we
unde s ood he s o y. The pic u e on he
page shows he analysis we did o one o
he emb oide ies.
Then we b ains o med a ound how we
could con inue on he s o y. We wo ked
wi h hemes ha could make i mo e
ele an in oday’s socie y. (see nex
page) We asked ques ions like: Wha will
his place look like in he u u e? Would i
be ull o ou is s o maybe ubbish?
1717
One wish we had ea ly on was o make
emb oide y in e es ing o oday’s young
people. Se e al o he emb oide ies ell
a s o y h ough pic u es, and an idea we
had was o build on he s o y, o make i
mo e engaging in oday’s socie y.
The e o e, we had a b ains o ming on
cu en opics ha people oday a e
commi ed o. We asked bo h iends and
amily be ween he ages o 16 - 25.
In he end, we used his s o y elling
echnique on one o he p oduc s, bu
i is de ini ely an exci ing way o c ea e
in e es a ound he emb oide y and
make i mo e ele an .
enGaGinG TheMes
18
Li e ing Indus y Ch is mas and
alcohol
Ideas usinG TheMes

1919
Clima e, G e a
Thunbe g
Skysc ape s and
ci y building
Tou is s
20
In he explo a o y phase o he p ojec ,
we did some expe imen a ion wi h
bo h echnique and di e en ma e ials
ha can be used o emb oide y.
We es ed bo h how we could a ach
ab ic o each o he , made di e en
pa e ns and ex u es bo h wi h h ead
and o he ma e ials, and used di e en
echniques o ill holes and edges.
This ga e us bo h lea ning and
inspi a ion u he in he p ocess, and
we eally needed a b eak om he
digi al and a he wo k mo e physically
in con ac wi h he ma e ial.
expe iMenTaTion
2121
22
The esea ch quesTion
2929
D ess (bel ) To e bagDenim jacke Mask
Use he a is ic alue
o an emb oide y o
sp uce up a d ess o
o he ga men . I you
wan o s and ou
om he c owd wi h a
s a emen piece, his
bel will i you!
Do you ha e an old
denim jacke ha lacks
soul and cha ac e ?
Gi e he jacke mo e
li e and ex u e and
gi e he emb oide y he
a en ion i dese es.
The mask is some hing
e e yone needs now
and p obably in he
u u e as well. Wi h
emb oide y you can
u n a bo ing mask in o
some hing comple ely
di e en .
A o e bag can be used
by gi ls and boys. Many
ha e one a he back o
he close , so use you
imagina ion and gi e
he emb oide y a new
li e in a new con ex .
Final p oducTs

30
p ocess wo k
Wi h he d ess, We wan ed o
wo k physically wi h ma e ials
on a mannequin. We es ed wi h
di e en ab ics and in combina-
ion wi h he emb oide y. Due o
closu e, we we e no able o make
he d ess.
He e we wo k wi h he holes on
he bel , illed wi h a s ong o ange
h ead, which c ea es con as o
he emb oide y and makes he
exp ession mo e play ul.
He e we wo ked wi h placing he
shape on op o he emb oide y.
We wan ed o con ey he d eam
o pu e o ganic na u e in an
o he wise squa e and igh ci y.
Maybe i ’s he na u e we will miss
in he u u e.
3131
A pa o ou p ojec is o
make ideos o show di e en
echniques o adding and
a aching emb oide y o clo hes.
We chose o make a ideo o
he o e bag because i had a
a ia ion in he echniques.
The mask was changed om g ay
and dull o illed wi h geome ic
shapes. This gi es a mo e mode n
eel o he adi ional emb oide y,
and is one way you can implemen
emb oide y on a mask o make i
a s a emen piece.
He e we a ached he emb oide y
o he denim jacke , whe e he
o ganic edge slides in o he denim
ab ic. We wan ed o p ese e he
emb oide y in he bes possible
way, while he s o y can be
in luenced by con ex and ime.
32
The p esen a ion 25.03.21
The e a e many ways o ge hold o he
iewe s a en ion, and we hough he
bes way was by alking o ou a ge
g oup om hei poin o iew. Since
he s uden s in ou class a e gene ally
in ou a ge g oup, i was pe ec .
We made he decision o ha e a
p esen a ion wi h ew wo ds, pic u es,
and a ideo. Wi h he ideo we wan ed
o isualize wha a use jou ney
can look like o ou p ojec , in an
in e es ing way, so ha he use can
clea ly see hei ole in he p ojec .
The slides in he p esen a ion ha e a
clea isual iden i y, which makes i
easy o ecognize us, and c ea es a
connec ion o he Ins ag am p o ile.
coMMunicaTinG The p ojecT
3333
34
soluTion
We a e no p esen ing a p oduc ,
we a e p esen ing a b and, which
has he in en ion o inspi e younge
gene a ions o see he alue and ime
ha a e in old emb oide ies.
Wi h ou Ins ag am we a e ying o
make isually appealing pos s ha will
encou age people o app ecia e he
olde emb oide ies and s a hei own
p ojec s o gi ing hem a new li e.

3535
ou Goals
To Inspi e people o see he possibili ies
o using old emb oide y.
To inspi e people some imes need
someone o some hing o look up o.
We wan ed o make objec s ha would
spa k peoples c ea i i y and imagina ion.
We wan ed o display a wide a ange o
echniques, ideas and concep s o how
one can inco po a e emb oide ies in o
appa el. We hope people will build on and
econ ex ualize ou ideas in o hei own
p ojec s.
Change he con ex o he emb oide ies
o i he con empo a y ime.
The di e en p ojec s we ha e made
all econ ex ualise he emb oide ies in
hei own way. The jacke aims o build a
con as be ween old and new,
he bel aims o inco po a e old es he ics
in mo e mode n ou i s, he o e bag
changes he meaning o he emb oide y
by gi ing i a poli ical meaning and he
mask is a p oduc ha has since las yea
been used by e e yone.
Make emb oide ies mo e accessible o
you h.
We ha e spen a lo o ime wo king ou
how o each an audience. We ha e
ac i ely wo ked wi h pe sonas and ha e
been in dialogue wi h di e en s uden s
om ou class, as hey all wi hin ou
demog aphic. We ha e ied o ind
wha opics oday’s you h a e ocused
on. I has been impo an o us ha ou
p ojec is accessible o all gende s and
all economic backg ounds while beeing
en i onmen ally iendly.
36
eMb oide y on cloThes
3737
38
eachinG The use
Ou goal wi h he p ojec is o each
ou o especially young people, wi h
he oppo uni y o gi e G andma’s
old emb oide y, which she has spen
housands o hou s making, a new li e in
a whole new con ex . We wan oday’s
socie y o pay ibu e o he wo k behind
he emb oide y, and ou p ojec will
inspi e people o do his.
We wan o c ea e in e es in and a ound
hese aluable wo ks o a by pos ing
pic u es and ideos o how we ha e
gi en i a new li e, so ha you see he
emb oide y om a new pe spec i e.
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- Figu e 1: B y, L. (1955) Jen e som b ode e . Downloaded 19. ma ch, om: h ps://digi al museum.no/011012588484/
j e -som-b ode e
- Figu e 2: Gunna Pede sen A/S (1970) Desembe . Downloaded 21. ma ch, om: h ps://digi al museum.no/021015989976/de
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- Figu e 3: Dahl Delphin, R. (1940) Bokken Lasson. Downloaded 19. ma ch, om: h ps://digi al museum.no/021018263949/bok
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- Figu e 4: Alixp ess. (n.d.) Chee a S ee Shi D ess. Downloaded 26. ma ch, om: h ps://www.aliexp ess.com/
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- Figu e 5: Cos ume. (2021, Ap il) DIY. Bonnie Publica ionsIn e na ional AS

apendix
CONTENT:
Design me hodology ollowed
Plani ica ion o he p oyec
Resea ch de elopmen
Task assigna ion
LINK o Mi o boa d: h ps://mi o.com/app/boa d/o9J_lXJZN6w=/
Link o Mi o boa d: h ps://mi o.com/app/boa d/o9J_lXJZN6w=/