Design Thinking: Thaden

Image courtesy of Thaden.

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how organizations applied Design Thinking. I spoke with Thaden's Founder and Creative Director, Kristina Thaden, to learn how the company incorporates its mission and vision into its products.

Image courtesy of Marion Koell.

1. What makes Thaden different from other companies?

In today’s world, we should focus on what connects us, as we’re often not as distinct from one another as we think. As a teenager, I discovered the poetry of Rainer Maria Rilke and Goethe’s The Sorrows of Young Werther, and it struck me that we all share the same universal themes in life and always have. 

Image courtesy of Thaden.

Thaden reflects that connection— my brand speaks directly to the heart, and if it resonates with you, it truly makes me happy. My art background imbues my creations with a strong message. My customers become friends united by a shared belief in expressing their inner selves, feeling seen, and being valued. I invite you to join the Thaden family when you feel this message.

2. Where does Thaden find inspiration for its products?

My designs are not simply variations of a bag in different shapes but represent a unique narrative, a wearable sculpture with a message. Each bag is a statement infused with meaning but practical enough to hold everything a person needs in everyday life.

Inspired by the Japanese philosophy of ‘Ma’ - the space between things - these products reflect the idea that emptiness and omission also carry powerful and expressive messages.

I am fascinated by ‘in-between’ moments: those instances of stillness, stagnant or frozen movement, and the space between objects or within a void. Here, the possibilities are endless, and the energy is tangible. - Kristina Thaden

Image courtesy of Thaden.

“The Whole” captures this dynamic energy, radiating intensely beyond its physical form. It is a bag designed to enclose a void you can fill with your essence, allowing you to immerse yourself in it. The intricate, beautiful shapes reflect the complexity and elegance of one`s personality. The folds symbolize the unfolding of one's authentic self. Every aspect of this bag is a technical masterpiece by implementing a design that seemed impossible to realize. The seams require elaborate pre-stitching on the inside, special cutting of the leather at the zig-zag ends to avoid visible holes, and finally, the side panel has to be carefully hand-stitched from the outside. Almost all folds have different reinforcements to meet the needs of longbows, shorter ones, those around the hole, and so on.

The female body shapes for “The Little Rocket" were used, with the sign of infinity and the repetition of the same curve angle at every point of the handbag. 

For “ The Love Curve, “ it was the message of love and all its entanglements and the desire to send a clear message to the world, a heart that was understandable to all.

Image courtesy of Thaden.

3. What advice would you give to students and young professionals who want to start their own business?

If I am to give advice, it is crucial to create a space where your ideas can flourish and build a palace for your visions. Protect your vision and have confidence in yourself. It took me a while to recognize my resilience, but it became a source of strength once I did. Resilience does not only mean recovering immediately after a setback. Sometimes, it means staying down, feeling lost and desperate, but continuing to nurture that little inner flame and taking one step at a time.

You will lose money and time due to wrong decisions, but it is about continuing the journey, day after day, no matter how big or small the steps may be. When things get tough, I remind myself that I can stop tomorrow, not today. After a night's rest, I am ready to continue. And if things get complicated again, tomorrow, not today. If you want to succeed, you have to keep pushing through the challenges, slipping through the eye of the needle where many give up. Yes, there will be suffering and struggles, but you simply have to keep going. Building a professional network from the beginning is also crucial. It takes time, but it is time invested well. Success is often based on relationships and rapport. Lastly, ask as many questions as possible and favor listening over speaking. 

Image courtesy of Thaden.

4. What is the future of the company?

In the coming months, we plan to broaden our portfolio even further. In November, we will unveil a new design I’ve worked on for the past three years. All my designs seem technically challenging to be brought to life. We’ve also recently added cashmere products to our collection, though these have only been previewed by our private clients. Soon, they and small leather goods will be available on our website. My vision is to build a lifestyle brand with a vital mission that reflects my limitless creative expression, which flows freely, unrestricted by boundaries—extending beyond handbags to include clothing, fabrics, furniture, sculptures, and more.

Image courtesy of Thaden.