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Published
Jun 9, 2021
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Aarjavee reuses production waste with Project Upcycle

Published
Jun 9, 2021

Clothing and jewellery brand Aarjavee has launched ‘Project Upcycle’ to promote sustainability, reduce textile waste, and create new product lines. 

Looks from Aarjavee's new collection 'Summer Stories' - Aarjavee- Facebook

 
Aarjavee has expanded its Project Upcycle from packaging for its jewellery line to a range of bags and scrunchies. The brand uses textile waste from its selection of loose, brightly coloured womenswear to create sustainable accessories featuring beaded details and patch-working. 
 
“Project Upcycle is very fulfilling,” brand founder Aarjavee Shah told Elle India. “The process of seeing the junk turn into something little yet functional is beautiful. We always collect all of our clothing production waste. I started with using it as bedding for my jewellery packaging. Since the pieces are usually very small and are in random shapes, it makes a great alternative to bubble wrap.”

The brand recently launched its summer collection featuring floaty dresses and relaxed separates. It also launched a new range of sculptural jewellery inspired by nature and pencil shavings.  
 
“More than ever, people understand the benefits and importance of upcycling, recycling, a sustainable lifestyle, and being mindful,” said Shah. “Not just with fashion but in every aspect.”
 
Aarjavee Shah founded her eponymous brand in summer 2019 after graduating from the National Institute of Fashion Technology, Gandhinagar in 2017. The brand retails from its dedicated e-commerce store.

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