Every day new concepts are coming forward with ways to make the world of fashion more sustainable. Brands are coming up with new ways and ideas to reuse, recycle or repair. Charity Shops and thrift stores are now in competition with high street shops, with generation Z, this generation is known for their love of thrift stores. They desire for sustainability and uniqueness. Thrift stores offer a wide range of affordable and vintage clothing options that align with Gen Z’s values of reducing waste and promoting individuality. Second-hand clothing has become more popular than ever. Ahluwalia has taken this concept and created circulate. A way to give clothing away and earn tokens for them. Let’s see how it works
Who is Ahulwalia?
Ahulwalia is fast becoming a very popular name in the fashion world after receiving several awards and featuring in many magazines and articles. Including the Queen Elizabeth award for British design in 2020.
Ahuluwalia is a London based brand founded by Priya Ahulwalia. The brand is heavily influenced by her mixed Indian and Nigerian heritage with a touch of her London roots.
She uses already existing materials and combines them together with various textiles and patchwork techniques to create a piece that will be one of its kind. She combines her heritage with her love for music and art, she has also collaborated with filmmakers and authors.
What is Circulate?
“In both Indian and Nigerian cultures, it is tradition to pass clothes and personal effects down from generation to generation to be cherished. I personally have lots of special items from different family members that are very dear to me. This ritual was a key inspiration when developing Circulate.”
– Priya Ahluwalia
Microsoft approached Pryia Ahuluwalia to produce a virtual reality or digital fashion show. However, Ahuluwalia took the opportunity with Microsoft to solve an actual issue that we have with fashion waste. Being aware that Microsoft will allow her brand to reach a much wider audience it was important to Priya that her brand reflects her morals.
Together they come up with circulate. Circulate is a system that you will find on the Ahuluwalia website. It consists of donating clothing in return for tokens that can be spent on the site.
To use circulate you upload a picture of your unwanted (adult) clothes to the circulate site and answer sone basic questions.
It then goes through a quality check, they will only accept items that are of a good quality. Once it has passed the inspection. You will be sent a shipping label via email. Shipping is only free of charge within the UK.
Once item has been shipped and received, it will then go through a physical review. Once accepted you will be rewarded with reward points that can then be used on the Ahluwalia website.
The resulting pieces are sold exclusively on MatchesFashion, with a portion of the proceeds going to the Institute of Positive Fashion, an organisation that promotes sustainability in the fashion industry. This project not only reduces waste but also promotes a more sustainable and ethical approach to fashion production.
Ahuluwalia collaborations also promote change
Ahuluwalia Collaborations encourage changes in and outside of the fashion world
Ahluwalia X Ganni.
Ahluwalia X Ganni is a collaboration between two fashion brands that have collaborated twice.
The first collection was inspired by Ganni’s love for partying and featured bold prints and bright colors. The second collection was an all-denim collection that showcased the versatility of denim in modern fashion.
Both collections were well-received by fashion critics and consumers alike, with many praising the unique designs and attention to detail. The collaboration between Ahluwalia X Ganni is a testament to the power of creative partnerships in the fashion industry.
Ahluwalia and Mulberry
Ahluwalia and Mulberry collaborated to create a collection of bags that was inspired whilst celebrating black hairstyles. The collection, which was launched in February 2021, features designs that draw inspiration from traditional African hairstyles such as braids, twists, and cornrows.
The bags are made from sustainable materials such as organic cotton and recycled polyester, and they feature intricate patterns and textures that reflect the beauty and complexity of black hair.
The film intends to explore the different ways that black women can use their hair as a symbol of protest and resilience. But to also celebrate the craftsmanship and artistry that is put into Black hairstyles. To show appreciation towards Black hair and its journey through time.
The collaboration between Ahluwalia and Mulberry is a celebration of diversity and inclusivity in fashion, and it highlights the importance of cultural representation and appreciation in the industry.
One to watch!
In addition to her design work, Ahluwalia is committed to promoting sustainability and ethical practices within the fashion industry. She has spoken out about the need for greater transparency and accountability in the supply chain, and has worked to create collections that minimize waste and environmental impact.
Overall, Ahluwalia’s unique perspective and dedication to sustainability have made her a rising star in the fashion world, and one to watch in the years to come.
