A few days ago I received an e-mail that pointed me to the IOU Project. I didn't pay much attention until today when I finally looked at the video.
The movement to celebrate uniqueness is about to begin.
Kavita Parmar has a great vision. She is a fashion designer, and this is her newest challenge. In May 2011, Maison Raasta, her company will launch "The IOU Project", aimed at younger audiences who are more and more flocking to the internet in search of fashion. The project's goal is to produce a cool and casual, but also 100% sustainable clothing line, challenging the way that the fashion industry works.
What I really like about the project is the idea to wage a real battle against the pollution of industrial mass productions. Their motivation lies in celebrating uniqueness, promoting artisans and designers working together the way they're supposed to.
Countless artisans in India, working as weavers and producing about 50 million meters of fabric per day without using power and electricity. Using cotton dyed with natural techniques.
I can't think of a better way of supporting them and letting them do what they know best.