There’s a brand new online boutique with classy Indo-Western clothing and accessories – Twirl. And, they are India’s first brand that buys back all of their clothing to promote sustainable fashion, through upcycling, rewards programs that allow people to sell back all of their clothes so nothing gets wasted, and they also donate clothes to those in need. “We want customers to keep their wardrobe new at all times, while also minimizing wastage in the process,” said Sujata Chatterjee, CEO of Twirl. “Look good. Feel good. Do good. That’s our philosophy.”
Mainly using natural fibres, such as cotton and linen, Twirl’s products are limited edition – nothing is mass-produced. They buy-back all of their clothing and offer up to 30% credit on the original value of the products purchased from their collection. Most of their products are affordable, ranging between Rs. 399 to Rs. 3500.
Twirl is also setting up Twirl boxes at various centres around India, starting with five locations in Kolkata, so people can clear out their own wardrobe and provide those who are underprivileged with clothes they can use. In the process, customers are rewarded with Twirl points, and if they cannot visit a dropbox, they can send int heir unwanted clothes through the mail.
At a private launch event, renowned classical singer Kaushiki Chakraborty recently endorsed Twirl. She shared personal anecdotes, expressed her thoughts regarding why sustainable fashion is important and also inaugurated Twirl’s clothing donation box by donating clothing.
“We all love to look good, feel good, feel confident, feel nice about what we are wearing, what we are using,” said Kaushiki. “But, there is also a little bit of a responsibility factor that always comes to those who can help – it’s only a question of choice.”
Other guests in attendance who supported Twirl at the launch event included Vineeta Jain of Red FM and singer-songwriter-filmmaker Amanda Sodhi. Here are the pictures
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