Friday, 29 April 2011
Kavita Parmar has established IOU, a fashion label with morals, seeking to change the way we buy clothes, to give our fashion transparency, accountability, sustainability and authenticity.
IOU Project produces handmade fashion from fabrics handwoven in India. Because each textile is unique, you can trace the production process of your particular garment right back to the exact weaver who wove it.
Everything we buy and use has a story, and often that story is not a nice one. Too often the story behind our 'off the peg' fashion is one of child labour and poor working conditions. IOU has a story of responsibility and individuality, a story with a happy ending, people making clothes by hand with skill, enjoyment and love and you owning a unique garment that you love also.