Carren's Pitch

Life by Design

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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