The shift to digital design was driven by speed, not sustainability. Physical sampling takes 2 to 6 weeks per iteration, while digital tools let designers test thousands of variations instantly. That rapid feedback loop is what changed the industry.
Sustainability wasn't the primary driver for me moving from the physical world to the digital world. It's speed. As designers, we know that we can do anything that we want, but we know that the sample is going to take 2 weeks. So we have built this whole industry understanding, you know, iterating at 2-week or 4-week or 6-week cycles. So sometimes the best designer at the best the best brand, the best product is like the fourth sample. And so moving over to digital, suddenly we have tools that we can iterate as fast as we can. We can, we can see 1,000 different versions.
