Jaipur-based label Iro Iro has embraced a fully circular approach to design as well as supporting local weavers.
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 ofbased in Jaipur, northern India, tackling the industry’s massive waste problem has always been at the core of her circular brand.
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.
After being introduced to the world of fashion via her parents, Goenka went on to study at the Indian Institute of Craft and Design . “The school is unique in its approach to design; you are situated to bridge the gap between design and crafts,” explains the designer, who is also an associate researcher at the Centre for Circular Design at the University of the Arts London, as well as the regional head for Jaipur at nonprofit.
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