Carren's Pitch

Life by Design


Product Design by Femme Den

Posted by Carren Jao Pineda |

How many times have you wondered, "Who actually thought this up?" For all those times, women, Femme Den comes to the rescue. These ladies have been putting a gender lens on design and, as a result, make better-designed products. Read more stories like this

Text by: Carren Jao
Edited by: Diana Budds
Published: 16 Aug 2012, Dwell

From icky pink, to actually good design. Femme Den helped transform Nike Women's watches for the better.
At this point, it's virtually ingrained in the popular consciousness: “Women make up 50 percent of the population and 85 percent of purchase decisions," says Karena Cameron of Femme Den, a design collective ensconced within a thirty-year-old design consultancy Smart Design. And yet, "all the men are doing the designing without regard for our needs." Cameron aims to change that. [read more]


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