ABSTRACT
Design is a logical place to start when undertaking an ethical analysis of the supply chain, and simultaneously tracking a lifecycle analysis (LCA). Apropos the ethics discussion, design is contentious both as a seat of influence, and in its definition, which needs to be better understood before analysing issues with which a designer may engage. First, the essential myth of the designer, which continues, is the designer as the lone creative force behind each major decision in the company. The second myth is a consequence of the first: that of sole ownership of a creative idea. Finally, the third myth is that of the artist/designer. Design is about creating for a market, and/or a client, and resolving the idea until the client is satisfied. Philosophically, design cannot exist without a customer, or as they are now referred to, 'consumers'. A designer may not start a collection, range, or drop from scratch with a completely fresh concept and look.
