Having studied design from the lens of craft at IICD instilled respect and understanding of Indian heritage. This understanding empowered me to see crafts generally perceived “lowbrow” (rag rug weaving patchwork, etc) through the lens of quality and design. Good design that leads to impeccable craftsmanship leads for the artisans to generate a substantial income which is fair and not just bare minimum. It also allows us to build a unique enough value proposition. Following the brand launch in January of 2018, our up-cycled collection ”cut it out!” got selected in the top 8 in the revered competition (India’s first attempt) circular design challenge, Lakmé Fashion week. The competition saw an entry of 900 applicants.
Iro now functions as a zero-waste lifestyle and fashion brand. IRO IRO has showcased its collections at Lakme Fashion Week, Mumbai, Sankalp Awards, Mumbai and Rajasthan Heritage week. IRO IRO was one of the 8 finalists in Circular Design Challenge, 2019 selected out of 900 entries. The brand has also been a finalist for Lexus Design Award, 2019 & 2020.
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