Iro Iro diverts five tonnes of waste from landfill to make clothing
Sustainable clothing brand Iro Iro has managed to divert five tonnes of waste from India and Singapore from going to landfill, using it to create garments and accessories. The brand has also released two films.
Iro Iro has reached its target of diverting five tonnes of waste from going to landfill and aims to continue to bring more would-be-waste into the circular fashion loop. The brand sources the waste from fashion brands in India and Singapore as well as from hotels and has also expanded its team of artisans to around 20, Vogue reported.
On April 20, Iro Iro presented a film to present its ethos and showcase its methods in collaboration with sustainable fashion organisation Fashion Revolution India, the brand announced on Facebook. The film addressed issues such as the need to pay artisans a fair wage, not just minimum wage, and how Iro Iro is challenging conventional ideas of luxury by embracing crafts not historically seen as high-end. The brand will also participate in an Instagram live session on April 24 to discuss the film.
The brand also released a collaborative short film, titled ‘Blue Silence’, on April 21, the brand announced on Facebook. The short film is designed to explore the work-life balance in modern society through an introspective and Avant-Garde approach, illustrating how Iro Iro aims to become more than purely a fashion brand.
“I see my role as somewhat of a creative waste management person,” Goenka told Vogue about her goals for the brand. “I design the brand [so] that you will fall in love with the product first, then you learn about sustainability. 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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