Ishaavi uses fabric scraps and eco-friendly textiles for first collection, plans e-commerce launch
New brand Ishaavi is pioneering sustainable fashion by using recycled fabric scraps and organic textiles for its first collection “Glass Bamboo”. The brand is also gearing up for its online launch.
Nisha Arora’s womenswear brand Ishaavi will launch a dedicated e-commerce site in around six weeks, the brand announced. As of September 13, the brand’s website displays a counter for “40 days to go”. The e-commerce launch will greatly expand the brand’s customer reach and allow shoppers across India to purchase its sustainable designs.
Ishaavi’s first collection, titled Glass Bamboo, is made from fabric scraps, cuttings, headers, mock-ups, overstock bolts, and other unwanted excess fabric to reduce fabric waste in the industry. The collection features loose tunics and kurtas in neutral tones, reds, and navy blues.
“Most brands, when they are done with designing and creating products, have some leftovers,” Arora told Mint about her what sparked her production process. “The easiest thing to do is to dump that. But we need to be more thoughtful—think about how long it takes to decompose and the impact of it. We decided that we can reuse these bits and pieces and give it a new shape. We upcycled everything—creating jumpsuits, bags, capes, small jholas, etc."
The brand’s products range in price form Rs 2,000 ($28.21) to Rs 14,000 and Arora said that she deliberately kept profit margins slim to make the collection more affordable. Arora also said that she has used a number of pop-up shops and events to promote the brand and is currently expanding its retail presence.
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