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Repurposing comfort 


Corcoran School of the Arts and Design

What if there was a socially acceptable comfort object for millennials? 

Millennials are stressed.


Rising levels in depression, burnout and loneliness plagues the generation, and entering adulthood during a recession has made the typical markers feel unattainable and out of reach.

Target audience interviews digging deeper into this problem led me on a winding path to attachment theory. Alongside explaining the pitfalls of love, this theory underlines the importance of comfort objects in helping children transition from one stage to another.


Is that what these poor millennials are missing...something tactile to help them through it all?

Enter, Teddy. 

Teddy* takes well-loved, life-size teddy bears and transforms them into transitional objects that help millennials adjust to adulthood, reassuring them that even though they may never be able to buy a house, it's all going to be okay.

Complete with a pressure activated sound device and lined with the soft reassurance of baby blankets, these coats hug the panic attack right out of you.

*Teddy was created before the rise of the teddy bear coat fashion craze. Some may say we started the trend.

Muted tones and soft textures channel good vibes, keeping Teddy and his owners cool, calm, and collected, ready to take on piling student debt, awkward online dates, and under-employment like well-adjusted champs. 

Life-size teddy bear donations keep the cycle alive, and each Teddy comes with an Origin Story that honors its past life as a stuffed animal and pays tribute to its previous owner.  

Donate your teddy today.

Copyright 2020 by Rachel Matthews