Part 3: Earth: 2030 - 'The 'Re'claimed Purpose' - Fashion Forecasting and Narratives

Trend Forecast for Earth: 2030 Heleena Houston - 1918689 Fashion Forecasting and Narratives AD5605

Trend Forecast for Earth 2030

C O N T E N T S

P 1-2 PREFACE: Introduction into this trend forecasting booklet...

P 3-4

P 5-8

THE LUXURY MARKET: The luxury market will be a prime example how in a world of unrest and uncertainty, in 2030, a revolutionary journey will begin that would have seemed unimaginable ten years beforehand.

P 9-12 EARTH 2030: THE CONCEPT: ‘The ‘Re’claimed Purpose’

WHO WILL DEFINE 2030?

Elements such as selfdevelopment and futureprooing strategies are some of the few ways that Gen-Z stand aside from other generations.

Consumer Proiling

P 13-20 1. CLARITY OF COMFORT: Obtained from the feeling of uncertainty. Clarity of Comfort will cornerstone the ways that Gen-Z consumers will manifest their reassurance through luxury clothing as brand to consumer relationships are stronger than ever before.

P 29-36 P 37-38 P 21-28 2. RIGOROUS RESPONSIBILITY ALLOWING A PURPOSEFUL PURPOSE: ‘is Luxury the new sustainable?’

3. VISIONARY TO REALITY: In a world where we quite frankly live and breathe technology, there is no doubt that we can ignore it.

HERE’S TO THE FUTURE: As Earth 2030 embarks on a new mission, it takes us in a circle to the beginning drive with the power of asking ‘Why? - Why do we carry on living and thriving in a world of utter unrest?

PREFACE

What is the purpose of Fashion?

It has always been about anticipating and adapting to the world around it, but it is in this very speciic moment in time we need to make a pact for the future.

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2030, will relect on the start to the previous decade of 2020 and will begin a revolution based within one’s physical self and within all industries, especially fashion. With Covid-19 being declared a ‘pandemic’ in March 2020, it was the start to a decade that generated uncertainty, feud between humanity and authority, even more social injustice and posed the question of one’s motive for living in a world consisting of so much damage and hate. The question is ‘Why? - Why do we carry on living and thriving in a world of utter unrest?’… Because, we have purpose.

This trend package for Earth 2030 will primarily highlight the fashion sector as a means of consumerism and the process of throwing away clothing when people no longer need them. Focusing more on how the industry will cater for the consumer and the environment. Furthermore, 2030 will seek to provide comfort and trust within individuals, something that was so imperative in the previous decade, but failed to provide due to the Coronavirus pandemic and the incertitude that came with it. Relecting on Covid-19, it unquestionably accelerated the time that brands had to think, as the entire industry adapted to new challenges. Changing the dynamic of ways that brands work and met the needs of the consumer due to the ever-evolving consumer shifts and values, how will this advance in 2030?

Consumers are more than ever acknowledging the in-depth consequences the fashion industry has and their own personal decisions have on the environment. With an understanding that fashion has had an impact on consumers and the planet, a sector of the industry is targeted at most for causing environmental damage; Fast Fashion.

The term refers to ‘cheaply produced and priced garments that copy the latest catwalk styles and get pumped quickly through stores in order to maximise on current trends’ (Maiti, 2020). With the constant change of trends, the speed of fast fashion ensures that consumers are supplied with the most relevant fashion pieces at affordable prices, as well as being easily accessible whether instore or online. Despite how convenient it may be for some to keep on par with the most up to date seasonal trends, the speed

and scale of consumption and left-over product has soared so high, that it really can no longer be ignored. To summarise its devasting effects on the planet, 10% of all humanity’s carbon emissions is from the fashion industry, consequently making it the second largest consumer of the world’s water supply, further contaminating the oceans with microplastics as suggested by (McFall-Johnsen, 2019). Not only does this affect Earth’s inhabitants from creatures of the sea, to being thrown back into our food chain (Marshall, 2018), it poses a huge risk to the future of fashion and how irresponsible it has been up until now. 2030 will be a year of full responsibility, but brands and consumers must work together to make this transformative change in reclaiming their purpose, utilising the aftermath of the Covid-19 pandemic ten years on, as a course of action to make real change.

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THE LUXURY MARKET As it is believed that consumers are increasingly purchasing luxury fashion due to believing it is a more sustainable choice (Banks, 2018), the luxury market level will be used to project the message of reclaiming purpose within different sectors such as the consumer, the industry and Earth itself. Alongside this, acknowledging the devasting affects that fast fashion has had on the planet and the sheer amount of waste produced from this segment of the apparel business, the luxury market will be used to generate a new perspective of reducing and reusing items that don’t last for ive minutes.

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Another reason for why the luxury market would be a good market level to use for this trend package, is about building attachments. Today, more than ever, passionate consumers pay attention to detail through quality and often search for not just transparency, but also ‘traceability’ through the whole supply chain. The luxury market could be interpreted as being a more truthful and trustworthy segment as the more we pay for things, the more we expect from the quality due to the use of higher standard ‘FASHION AS WE KNOW materials, ethics and brand heritage. What IT IS DYING, AND might be harder for fast fashion brands, THE CORONAVIRUS is using the word ‘Sustainable’ within CRISIS WILL MERELY their brand but not actually practising ACCELERATE THE this, potentially falling at the risk of PROCESS’ - Spencer Phipps ‘greenwashing’ its consumers (Cotler, 2019). It is also harder for fast fashion brands to persuade consumers that they are bettering the environment as consumers are no longer passive shoppers, which forces them to stop shopping from brands that they know who contribute to the estimated £140 million worth of clothing that enters landill every year (Clothing | WRAP UK, 2015). Additionally, the luxury market level will be used to help tackle the £30 billion of unused clothing in wardrobes due to the act of investing.

These investment pieces further provoke an essence of attachment between the consumer and their clothing which reinforces the purpose of why they purchased the item in the irst place… in order for it to be worn. Its purpose isn’t to be thrown away as being part of the linear clothing system, thus contributing to over consumption and damage to the Earth, its purpose is to be used and moved on to the next person to continue the items circle of life.

Although inding purpose within clothing and cracking down on the throw away culture within fashion should be aimed to be carried out by all segments of the industry, it can be seen the luxury market will have a loud and clear voice in innovation and adaptability. As they are forced to continuously think about their brand heritage and image, whilst consumers work on self-development, the luxury market will play a major role in inluencing and reinforcing the pact to reclaim their purpose after a devastating previous decade due to Covid-19. The luxury market will be a prime example how in a world of unrest and uncertainty, in 2030, a revolutionary journey will begin that would have seemed unimaginable ten years beforehand.

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WHO WILL

With the a more dedicated interest on topics of sustainability in comparison to previous generations, Generation Z strive to educate themselves and search for more information behind a product (Ipsos-Mori, 2018). This makes them a generation running off passion, demonstrates their consideration for the environment and the aim of making correct decisions, ultimately making them a generation that will lead the way in creating a healthier world to live in that their ancestors created.

DEFINE 2 0 3 0 ?

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Nonetheless, this determination throughout the Covid-19 pandemic tested youths to the upright most with their adolescent and young adult lives being put to a halt. Yet through those extraordinary times, they were simply faced with yet another example of instability, further reinforcing their lack of trust in older generations.

Research conducted previously to this trend package, suggested that 52% of participants relating to the Gen-Z group felt that during the lockdowns that came along with Covid-19, resulted in them losing a sense of purpose within themselves. Being denied the opportunity to get out in the real world to utilise their skills only makes them more determined to make a difference and now they are the ones in the spotlight for doing so.

Elements such as self-development and future-prooing strategies are some of the few ways that Gen-Z stand aside from other generations (M.C. Nanda, 2020). They crave reassurance from the lack provided by their elders, and they must redeine their own purpose, as well as redeining and being a part of the seismic shift within the entire industry.

Figure 1: Image retrieved from oghalealex.com

Figure 2: Image retrieved from oghalealex.com

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Another reason for why Gen-Z will be used to utilise this trend is the fact that luxury brands can no longer dismiss this younger generation. Gen-Z make up the population born roughly between 1997 and 2012/15 as suggested by (Kasasa, 2020). Nevertheless, they make up a large number of consumers who, as previously mentioned, are interested more in the environment and are a generation who understand a world of evolving technology. Gen-Z are early adopters and they currently make up 33% of luxury purchases, and by 2025 is expected to grow to approximately 55% as suggested by ‘Fashion Industry 2030 – Reshaping the Future Through Sustainability and Responsible Innovation’ (Rinaldi, 2019). This is only expected to grow and increase further by 2030 as they have the desire to spend more on a product that is sustainable. This multifaceted generation by 2030, will have worked majorly on self-development as they will mature into their roles as responsible adults, they will work to allow the environment to reclaim itself as it recovers from excessive waste and pollution and they will expect 100% transparency and traceability from the brands they consume from (Chassot, 2020).

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CONSUMER PROFILING

Aimee is 29 years old: - She loves how technology has developed and is keen to demonstrate to her millennial work colleagues the beneits of broadening their brands engagement to consumers more than ever. Although all brands have had to do this with the lead up to 2030, Aimee understands they must work together to stand out in the market.

Gen-Z are driven by passion - with Covid-19 behind us, this left people jobless, but nonetheless using their inner determination, Gen-Z members strive to pick up new skills wherever, which means taking on more opportunituiees, which could mean more freelance work.

Aimee understands how important having relationships around the world are so they can supply her brand with luxury deadstock where other Gen-Zs like herself can use to create their own unique pieces.

When Aimee isn’t working, she uses nature to escape but also turns to technology to work on her digital identity.

Aimee works for a brand that supplies customers with luxury deadstock at reduced prices so that younger generations can unleash their own creativity.

Aimee relies on her virtual wardrobe for her outit inspiration and uses what she can ind to achieve her look. She searches for second-hand pieces before purchasing new ones.

Focusing on Gen-Z, in 2030, many will be within their irst jobs whether full-time or part-time and will be between the ages of 18-33.

Healthcare beneits are also important to Aimee, aswell has trying to help reduce the amount of clothes that go to landill, she also believes in looking after herself. She eats a clean diet and takes care of her skin.

Although work driven, Gen-Z still crave the feeling of security and safety by their loved ones around them.

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EARTH 2030: THE CONCEPT

CONSISTING OF THREE MICRO TRENDS

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Earth was not intended to endure damage and decay brought upon by its inhabitants; Mankind. The world is hosting us, and we cannot take that for granted, forcing a realisation in creating a seismic shift in how we live our lives, including how we consume and discard our clothing. What is the purpose of Earth, and what is the purpose of Mankind? Nature and Mankind should coexist equally together, sharing a space where one should not overthrow the other.

The previous research which was carried out which has inluenced this trend package, suggested that time really is running out to essentially ‘decarbonise’ the fashion industry and save the planet as a whole (Britten, 2019). Alongside this, a recurring theme was the uncertainty and lack of reassurance generated in response to the Covid-19 pandemic that some generations hadn’t faced before. Within fashion, this increased the demand for better brand to consumer communication including transparency and inclusivity.

With the limited opportunities that society faced due to Covid-19, people were faced with the ‘Stay At Home, Save Lives’ pledge which in connection with the fashion industry, the demand for loungewear increased by 49% and sales for formalwear sank by 15% in the months of lockdown (Hughes, 2020). Not only were people striving to purchase cheaper, more comier clothing, a lot of fast fashion brands excelled, nonetheless leading to the continuing contribution of waste that they produced and unethical practices associated with these brands.

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For 2030, the luxury fashion market will provide consumers with the element of expression and purpose for dressing as we expect more luidity in movement as life takes on an even newer normal. This trend forecasting package will primarily highlight the fashion industry, allowing consumers to reclaim their purpose within dressing, due to clothing being one of the most intimate things we own as humans.

‘The ‘Re’claimed Purpose’ is a trend that is all about well… reclaiming purpose. It encourages people to search for comfort and trust, alongside reassurance and the act of giving back to Earth in which we are its guests. Allowing both the consumer to ‘‘Re’claim’ their purpose through a new decade which offers them more lexibility in their lives compared to the previous one, whilst also allowing nature and Earth to take back its grounds as its inhabitants begin to take action on their passion to give back and cater for its needs, putting aside selish acts of the past.

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‘The ‘Re’claimed Purpose’ embodies three micro trends which help to explore the true meaning of purpose and reclaiming it, allowing consumers to feel safe and reassured. The three micro trends go by the names of: ‘Clarity of Comfort’, ‘Rigorous Responsibility Allowing A Purposeful Purpose’ and ‘Visionary to Reality’ which all further emphasise the need for change but also acts as a prime example of answering the question of ‘why do we carry on living and thriving in a world of utter unrest?’… because we have purpose. We are here for a reason, and we will not be overthrown by the latter effects of the Covid-19 pandemic, self-doubt and an overconsumed world.

Whilst inally beginning to ind comfort in the world around us, we cannot ignore the constant evolution in technology and the way we can employ this in new ways within the industry. Alongside a new revolution within 2030, we will see technology incorporated into this as Gen-Z will never understand a world without it.

Rigorous Responsibility Allowing a Purposeful Purpose Clarity of Comfort

Visionary to Reality

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CLARITY OF COMFORT Clarity noun [ U ]

/ˈklær.ә.ti/ The quality of being clear and easy to understand

Comfort noun

/ˈkʌm.fәt/ A pleasant feeling of being relaxed and free from pain

Obtained from the feeling of uncertainty. Clarity of Comfort will cornerstone the ways that Gen-Z consumers will manifest their reassurance through luxury clothing as brand to consumer relationships are stronger than ever before.

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TREND ANALYSIS: Clarity of Comfort will reinforce attachments like no other. It provides reassurance and an opportunity to build a legacy for their clothing as we reinforce the purpose of dressing through not just brand heritage, but the items heritage, its history and its future. As clothing is one of the most intimate things we own as humans, clothing must be cared for and have an identity of its own. With previous distrust in the consumers life due to humanity and their government, consumers want to rebuild their comfort, know and feel it deeply with the items they own.

This trend stiffens the search for 100% brand to consumer transparency and traceability within luxury brands by 2030 so that consumers can feel

part of the items circle of life and not just the end part of the process. Its main aim is to provide consumers with information cards about their clothing from the very irst part of the supply chain where the materials were sourced, where it was made and sold, to who the irst owner was and more, acting as a sort of portfolio for the item. It will be achieved through barcodes which transport the consumer to the digital birthplace of their garment, through open source data; a track and trace method system with frequent updates and how to care for their item too.

Currently, consumers have to search for in-depth information about their clothing and the brand, however with barcodes and direct links, the information will quite literally be in the hands of the consumer.

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DRIVERS: With Gen-Z being more concerned about sustainability with 54% admitting they are willing to spend an increase of 10% on more sustainable products compared to others (Petro, 2020), they want a full debrief of the history of what they are purchasing so that they can too, support a passionate, on board luxury company who is dedicated to the quality of materials and production, further demonstrating they care not just about transparency, but traceability too. A brand must explore storytelling to succeed and this can be achieved by creating an everlasting narrative for the item.

TREND IMPACT: With Gen-Z being early adopters, they can discuss with their peers and other members belonging to different generations in order to encourage those individuals to support brands who demonstrate full transparency and traceability.

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CASE STUDY: KERING Luxury group Kering stepped into a partnership with Supima, Albini Group and Oritain in 2018 to provide organic cotton for the group’s brands (Hayes, 2019). With the shift in consumer values and the crave to understand the whole supply chain Rupert Hodges states that consumers are prepared to boycott luxury brands and ‘disassociate themselves from brands, regardless of luxury signiiers’ if they cannot live up to consumer values.

With the collaboration supporting the likes of some of the most well-known luxury brands such as Gucci, Alexander McQueen and more, it is obvious that although this is happening now, collaborations such as these need to be integrated more into all segments of the industry. However, with the luxury market leading the way, there are opportunities with incorporating traceability between brand to consumer as it will help to protect brand reputation as they remain 100% transparent by acknowledging the need for traceability.

This ultimately reassures the consumer in what they are purchasing and embraces the Clarity of Comfort in understanding the garments origin.

Linking to information cards in the future, the digital link will be able to inform the consumer about the collaborations that the brand has worked with. The industry will become a crossover of different companies specialising in different areas, coming together and helping provide information, demonstrating their dedication to serving the needs of the consumer.

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CLARITY OF COMFORT

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RIGOROUS RESPONSIBILITY ALLOWING A PURPOSEFUL PURPOSE Rigorous adjective

/ˈrɪɡ.әr.әs/ Careful to look at or consider every part of something to make certain it is correct or safe

Responsibility noun

/rɪˌspɒn.sɪˈbɪl.ә.ti/ Something that it is your job or duty to deal with

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TREND ANALYSIS: A harsh reality of fashion started right from the beginning when mass production started over nearly two centuries ago with the irst Industrial Revolution. This introduced new technologies such as motive power including coal, the steam engine and electricity in order to mass produce thousands of tonnes of textiles each year (‘A Short #history of the #UK #clothing Industry’, 2015a). This has ultimately revealed a dirty truth behind the fashion industry; a business that has contributed to the detrimental effects on our planet, further consisting of human exploitation

and the Earth sacriicing itself so that we can reap in prodigious proits. There is room for thought when it comes to discussing the implications that can be put in place in order to both save our planet and to redeine the image of fashion alongside its consequences. Sustainability and the true meaning of this will be understood and practised religiously and ‘is Luxury the new sustainable?’.

This trend embodies the commitment in pushing the circular fashion system to the heart of the consumer, where the linear process of production to consumer to landill is no longer an option.

‘Is luxury the new sustainable?

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DRIVERS: Returning back to Gen-Z’s commitment towards sustainability, they already understand the negative effects that fast fashion and the excessive waste and material production can have on the environment. In 2030 and with Gen-Z potentially entering the world of work where remote work is still practiced, consumers may feel less inclined to pay full price on luxury garments as everyday dressing for entering the workplace may still be a relaxed setting due to being at home. For the events they do attend and with the circular system in mind, alongside second hand clothing not having stereotypes associated to them such as being dirty, purchasing second hand luxury items could both be a way to beneit the industry and beneit consumers on a budget. Investing in the resale of luxury goods could be a great way to carry on the items purpose.

TREND IMPACT: With the importance of creating a circular fashion system, luxury brands can incorporate the concept of resale into their commitments. When brands show their passion to cater for the industry and collaborate with reputable companies to do so, consumers acknowledge and praise them by supporting and investing in the brand becoming loyal consumers. Resale is redeined‌ 25

CASE STUDY: GUCCI X THE REAL REAL The shop caters for those who shop online, and by placing the focal point on the issue of sustainability and recirculating fashion items, it for sure affects Gen-Z who make mindful decisions on what they are investing in.

The idea is that ‘the resale market extends the life cycle of already produced and purchased items, so they avoid being landilled, while resources initially used to create the product – like water, and raw materials – are not wasted, reducing the impact on the environment’ (The RealReal x Gucci Promotes Circularity Fashion – Gucci Equilibrium, 2020).

This essentially demonstrates how the luxury industry isn’t downgrading, it’s simply evolving, moving with the times and the mindset of the consumer.

With the success of this collaboration, other luxury brands shouldn’t feel hesitant about continuing this. In 2030, the resale market will increase dramatically in order to keep clothing items and their circle of life continuing. Rigorous Responsibility is achieved through careful choices such as keeping items in the circle, giving back to the environment and its purpose is ‘Re’claimed. Clothing is worn and the environment will slowly recover from the previous years of excess amounts of waste from clothing that had no means of being dumped in the irst place. Not only will products be on sale at discounted prices, but deadstock materials will be available for the Gen-Z creatives who practice custom dress making for themselves, where luxury brands can help provide this generation with materials to pursue their inner craftmanship. Using what is around us will be so imperative in 2030 with the constant push to refrain clothing entering the landills. Luxury brands can for sure use this and support consumers who enjoy making and repairing their own clothing which further reinforces the consumers ‘Re’claimed purpose as they can customise their own styles, boost their individuality and have reassurance in themselves.

Slowly but surely all elements of the industry will have ‘A Purposeful Purpose’.

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RIGOROUS RESPONSIBILITY ALLOWING A PURPOSEFUL PURPOSE

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VISIONARY TO REALITY Visionary noun [ C ]

/ˈvɪʒ.әn.ri/ A person who has the ability to imagine how a country, society, industry, etc. will develop in the future and to plan in a suitable way

Reality noun

/riˈæl.ә.ti/ The state of things as they are, rather than as they are imagined to be

In a world where we quite frankly live and breathe technology, there is no doubt that we can ignore it.

Visionary to Reality captures how luxury brands will continue to incorporate technology in different ways that helps both the consumers interaction and input on the brand in tackling overconsumption and overproduction.

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TREND ANALYSIS: Visionary to Reality is a digital environment where consumers are able to embody their skins and build on their avatars. Due to the impact of Covid-19, it forced a lot of people to push forward their digital, online personalities as physical interactions were not achievable due to social distancing measures. Having an online personality allows consumers to shop clothing that they desire to wear, but don’t necessarily have any means of buying, yet alternatively utilising it as a way to gain fashion style inspiration.

There is no denying that technology and the ways it has evolved will continue to grow and shape shift itself in even more complex ways in the future.

DRIVERS: As technological innovations are evidently a leading trend in the fashion e-commerce industry, there is expected room for this to continue growing with remote working remaining imperative to reduce the risk of new diseases spreading like Covid-19. This leaves consumers wanting brands to innovate and offer exciting opportunities such as creating digital outits on customisable avatars.

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TREND IMPACT: As digital clothing on an avatar has no purpose of damaging the environment, brands must utilise e-commerce in fashion to its optimum in innovation and creating a long-lasting buzz around their brand, not just temporarily. This is happening now in 2020, however thinking of the trend future; by 2030, people will be physically shopping their virtual wardrobes. By selecting digital clothing, this will aid the brand in concluding a sensible amount of stock to be produced due to the popularity of it in the digital sector. This could potentially riddle out instore shops as consumers shop their virtual wardrobe due to the whole process of purchasing being much more personal and individualistic, which reinforces their attachment to the items. Nonetheless, for consumers who prefer the lower prices of shopping preloved items, there will also be an option to add second hand pieces to your digital wardrobe too as more cross-industry collaborations take place. These virtual wardrobes will have identity tags for clothing ensuring they have a story to tell.

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CASE STUDY: GUCCI X GENIES Fashion is certainly experimenting with ways of incorporating an element of gaming into their system through the increased interest in virtual reality, augmented reality and 3D printing where under the roof of the evolving e-commerce sector, technology company Genies has collaborated with Gucci. By designing avatars, this captures younger generations now which subsequently means consumers will understand and trust the brand as they develop through their lives. Avatar clothing is linked to real Gucci products where consumers can buy, download and essentially wear them digitally (Streets, 2020).

It is evident that Gucci is certainly a luxury brand that is leading the way within the fashion sector and they can only expect to grow and embrace their true brand message. It is important for brands to take notice of others and in 2030, competition will be a hot area as brand image will be ultimate. If brands do not cater for the consumers, involve them in all aspects of the process, they will simply downgrade and will fail.

Visionary to Reality enables consumers to visualise their garments, search for inspiration and recreate this in the real world. Thus, helping the environment through attachment, using what is around us, joining the circular fashion system and passing their items onto the next consumer by handing back the item, ready to go to resale to ensure they are rigorous in their responsibility. Using what is around us will be of the essence in ensuring that new designs can too, be made from left over materials and other discarded luxury items can still be added to wardrobes to ensure that creativity is not jeopardised, it is simply re-introduced.

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VISIONARY TO REALITY

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Here’s To The Future...

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To summarise ‘The ‘Re’claimed Purpose’ through its three micro trends, it fortiies strength to protect the planet we live in. It understands and educates us of how the industry cannot remain still, it must move, and it must move at speed for time does not stop for anyone. It includes the framework of the consumer and how they can feel reassured through the ‘Clarity of Comfort’. It embodies the message of ‘Rigorous Responsibility’ in taking care of our host, Earth, who we can live equally to ‘Allowing A Purposeful Purpose’. And lastly, a relection of a decade previously where dreams seemed unobtainable, we will see a shift from ‘Visionary to Reality’ in the hopes that even the impossible will become possible.

As noted, sustainability and the circular fashion cycle will be at the heart of the consumer and the brand, where success will be achieved through transparency and traceability, supporting the driving passion in giving back to Earth for all we have taken granted of, for too long. Providing this for consumers will be seamless and of the norm as Gen-Z are so familiar with technology.

By having the inluence of consumers on what a brand should consider reproducing in the real world, the consumer will join forces with the industry, and all will have a ‘‘Re’claimed Purpose’.

As Earth 2030 embarks on a new mission, it takes us in a circle to the beginning drive with the power of asking ‘Why? - Why do we carry on living and thriving in a world of utter unrest? Earth 2030 will encapsulate this to the upright most to truly embodying ‘The ‘Re’claimed Purpose’.

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2030, here 39

we come...

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List of References...

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Image References...

Figure 1: https://www.oghalealex.com/cold-laundry#14 Figure 2: https://www.oghalealex.com/cold-laundry#14

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