Article on Brands Marketing up cycling as a new trend
Article prepared by: Jasmeet Kaur
Lecturer – Fashion Design Institute of Fashion Design and Technology New Delhi YMCA
&
Dr. Manish Nangia Assistant Professor-FMS National Institute of Fashion Technology, New Delhi
Apparels are considered as a form of self-expression, reflection of an individual’s personality and status. People are conscious about the way they dress and follow largely the concept of fast fashion. But Indian Fashion Industry is the second largest industry to harm environment through its various activities. Paper, plastic and glass waste material are considered for reducing, reusing or recycling whereas textile is such material that is 100% recyclable and reusable. With increasing awareness about sustainability, up cycle comes as a promising practice using old material to make a completely new product. Up cycling is considered as a new shift where waste material is put together to make a better quality and greater value product. Though it is not a new concept, but has been readapted again by new generation to design and market products that are sustainable, and as a result of that establishing a prominent brand image in the mindset of consumers.
The up cycled product reduces consumption of new raw material, saves energy and resources intensively ensuring a positive step which is directed towards achieving reduced waste. It increases the lifecycle of the product, helps conserve ecology and nature, reduces landfill dumping also. Up cycling helps to preserve natural environment, eco system and reduce pollution. With the concept of up cycling traditional craftsmanship is restored and do it yourself projects are encouraged. Though many people are skeptical about using the old things, but increasing awareness is changing the perception and thus helping brands produce and sell up cycle fashion products and apparels.
Many brands have added up cycling as their new Unique Selling Point and are making consumers aware about its advantages. Designer brands have started using fabric cut offs and dump stocks kept in their own production space nicely to be put together with traditional and modern techniques of embroidery and assembling. The products are embellished with traditional work like patch work, appliqué work, kantha work adding value to the up cycled product. Up cycling majorly helps to cater to conscious customer with unique products.
Few startups have taken up cycling as a whole unique idea to cater to the customers. These brands consider the concept of ethical fashion and are transparent on how they procure and source material and their manufacturing processes so that consumers are aware of what they are buying and how they are contributing to the environment. Such brands are helping to reuse the waste material that will ultimately go in landfill, giving a new life to the product, reducing carbon footprint by their various efforts and helping consumers to contribute their bit for the environment.
Following are few brands who follow up cycling as a major idea by selling their products offline or online:
- Reimagined
With an effort to make consumer aware of consumption of day to day material and finding a solution for Solid Waste Management, Brand Reimagined upcycle waste into variety of utility products and offer footwear, furnishing, gift packs, accessories and stationeries. Reimagined also creates livelihood for poor women in urban and rural sector by reducing the carbon footprint, pulling away tons of waste from ending in landfill.
- Desi Jugaad
With redesigning old furniture and space designing using upcycled material, Desi Jugaad restore and revamp old furniture. They are contributing to the trend of up cycling the old furniture with innovative designs incorporating simple objects. The designs are creatively different and stands out to the brand name Jugaad. Each product speaks out for itself maintaining the essence of an up cycling concept.
- Aadhan
An Eco friendly infrastructure and pre-fabricated building made from shipping containers and other recycled materials. Aadhan uses recycled containers to build facility, offer eco-friendly material for interiors, up cycling waste and the brand also save energy by preventing containers from being scrapped.
- Greensole
Greensole is taking a step towards sustainability by using old and discarded shoes by refashioning them into new up cycled and comfortable footwear. Consumers have started dropping their old shoes at collection center of Greensole and have started buying a new pair of up cycled footwear that are trendy. The founders being athletes have researched a new idea that led to the use of old worn out shoes by keeping them away from landfill by sustaining environment. Greensole started as a self-sustaining social venture, which also provides footwear to people in need across villages in India.
- Jaggery
Another sustainable design brand that offers high quality bags and accessories made by recycled material. Brand Jaggery converts industrial waste material into green fashion product. Up cycling and producing beautiful products with functional accessories majorly using scrap material, the offering of Brand Jaggery is built on sustainability with details, style, comfort and bags for every occasion. This brand also plants a tree for every purchase made through their website. They are also working towards reforestation and trying to provide sustenance to local population in developing countries.
Bibliography
Reimagine Recycling with Rimagined Read more: Https://heybeautiful.in/upcycling-rimagined-shailaja/. (n.d.). Retrieved from Reimagine Recycling with Rimagined Read more: https://heybeautiful.in/upcycling-rimagined-shailaja/
A. (2016, July 4). Eight Indian Fashion Start-ups committed to upcycling, Retrieved June 1, 2019, from https://www.doonething.in/content-hub-archive/2016/7/4/eight-indian-fashion-start-ups-committed-to-upcycling
K. (2018, June 6). 15 Stores That Sell The Coolest Upcycled Products. Retrieved June 2, 2019, from https://www.whatshot.in/delhi-ncr/15-stores-that-sell-the-coolest-upcycled-products-c-10882
