WeAr Design (2020–2021) is a project aiming to push the boundaries of co-creation in fashion, understood as those practical approaches through which consumers are involved in the process of creation instead of buying already-made clothes. Led by three partners from Italy, Romania and the United Kingdom, with expertise in the arts, digital humanities, user-driven design and fashion, the project resulted in the generation of six experimental design items which were created following a collaborative process that developed a novel co-creation framework. The project was divided into three phases: the first phase mapped common interests of designers and customers in co-creation (e.g. storytelling); during the second phase, partners developed a tailored co-creation process based on the concept of sharing personal stories and tested this process by conducting six collaborative experiments; the last phase included an evaluation of the project outcome and the dissemination of the six created design items at events such as Milan Design Week 2021. Experiments provided a deeper insight into how we can open the design process and steer it in a more participatory direction, where clothes are produced according to a meaningful process that is rooted in stories, identities and relationship with our clothes. Storytelling proved fundamental in this process, highlighting how personal stories as well as their sharing can bring people together to shape a more sustainable future for the fashion sector.