How Iro Iro Is Reimagining Waste While Preserving Traditional Craftsmanship in Jaipur

Purpose is crucial for emerging designers deciding to enter the fashion industry today, particularly considering the growing concerns around 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 core of her circular brand.

Rather than being purely a fashion label, the designer sees Iro Iro as a service that enables organizations that create textile waste to close the loop. “I see my role as somewhat of a creative waste management person,” Goenka tells Vogue. So far, the rising brand has managed to divert five tons of discarded materials from landfill by creating garments out of fabric scraps sourced from other fashion brands in India and Singapore, as well as from hotels.

While sustainability is at the heart of the brand’s ethos, aesthetic appeal, of course, is still essential. Iro Iro’s offering leans towards minimalism, while incorporating traditional Indian craft. “I design the brand [so] that you will fall in love with the product first, then you learn about sustainability,” the designer explains. “Hopefully our products will make customers wonder the next time they purchase something, will it contribute to the waste problem or close the loop?”

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