How Iro Iro is reinventing waste while preserving traditional craftsmanship in Jaipur
The purpose is crucial for emerging designers deciding to enter the fashion industry today, especially given growing concerns about excessive consumption. For Bhaavya Goenka, the 27-year-old founder of Iro Iro based in Jaipur, northern India, tackling the industry’s massive waste problem has always been at the heart of her circular brand.
Rather than being purely a fashion brand, the designer sees Iro Iro as a service that allows organizations that create textile waste to come full circle. “I see my role as a creative person when it comes to waste management,” Goenka said. vogue. So far, the up-and-coming brand has managed to divert five tons of discarded materials from landfill by creating clothes from fabric scraps from other fashion brands in India and Singapore, as well as hotels .
Although sustainability is at the heart of the brand’s philosophy, aesthetic appeal is of course still essential. Iro Iro’s offering leans towards minimalism, while incorporating traditional Indian craftsmanship. “I design the brand [so] that you will first fall in love with the product, and then you will learn about sustainability,” says the designer. “Hopefully our products will make customers wonder the next time they buy something, will this contribute to the waste problem or close the loop?”