The upcoming spring, the blossoming of the windflowers bulbs we gave away to the partners in the beginning of autumn mark the time of the dresses. A dress has something unlike any other garment.

Dresses designed by Dalia Kapuza for Co.Co, summer 2013, on the left, Photography: Ron Kedmi. Summer 2014, on the right, Photography: Liron Weisman

First of all, it’s an item for lazy women as myself who likes to cover herself with one item only, wear a lipstick and that’s it – just ready to handle whatever comes my way. Starting in a meeting with a potential investor, on to a nice chat with a new partner to join in, or to a mute dialogue with my vacuum cleaner and off to a dinner escorted by my darling knight…

Secondly, dress is the most feminine clothing item…Employees complain that you are too tough? Are you expecting rough negotiations and you won’t be able to restrain your fighting spirit? Wear a dress and a cloud of softness hovering above you will confuse your enemy.

Thirdly, a dress is the ultimate garment for women who find it hard to choose, to give up or make decisions. Instead of standing in front of your closet trying to match a shirt with pants, jacket and scarf you just have to pick up one item. Which dress?

You could go on praising dresses which hide what’s needed to be hidden, highlight your best or hints about the woman in it but the principle is clear. This column deals with the challenge all designers, even geniuses like Dalia Kapoza, face when designing their next dress collection. They are required to use outstanding mathematical skills to weight the matrix comprised of customers and their sizes, heights, tastes, ages, cultural spirit, lifestyle, arms gravity, the impact of Pilates workout on the waistline, age of customers’ children, number of children, nutritional habits or the time it takes for a dress worn to be washed.

These are all very important factors that even the dean of the Weitzman Institute’s Physics Department failed to calculate the following numbers underlying the human complexity and the various tastes:

10 billion kilos of clothing are thrown away every year (quoted from the Internet)
40 billion clothing items fit into this quantity (250gs for an item between a thong and a coat)
$100 billion is the estimated cost of the clothes thrown away (an average of $2.5 per item)

7 billion people inhabit our globe that is approximately 6 items per individual. But 75% of them live in poverty; half of the remaining number are men so it makes 40 items that are thrown away every year because of me and you. And why is that? Because we like to change, we like to have a selection to choose from and we like our dresses cheap. To keep us happy a mass variety of clothes must be manufactured either to become blockbusters or grinded to rags…Even the biggest most sophisticated companies couldn’t tackle the complexity of women’s taste.

We could keep on with the twisted consuming system created by some marketing geniuses to the benefit of few company owners but we can also decide to put an end to the appalling waste, the unnecessary pollution and the cheap quality resulting from this system.

Just as we learned to say what it is that we want, what is good for us in an open dialogue with those responsible to satisfy us, it’s time to cast away the old system and to promote openness and sharing to our benefit as well as the globe’s. Open dialogue will not also prevent unnecessary production but will ensure that we find the very dresses we dream of for reasonable price. How this is going to work? Our voting platform is one possible solution. We share our designs with you and you are welcome to send your sketches and requests but most importantly, you must vote, take a stand and comment. We will be able to produce a popular design and sell it for a reasonable price. When sales can be accurately predicted there is no need to take risks, to seek financing, to maintain unnecessary stock and we can avoid waste. Those wish to buy will finance the purchase in advance and the price will be reasonable respectively. How reasonable? How much saving? Probably 30%-50% of the price when looking at reports of public companies. This is the vision that is fulfilled thanks to you. At this strip poker we have already done our share and revealed our proposal. Now it’s your turn! Sent us your requests, vote, comment and share so we can gladly and loudly respond: yes, we have the dresses you love!

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