If you haven’t yet visited the IOU Project website, you’re missing out on a whole new shopping experience and the chance to be part of a growing community of conscious consumers.
The recently launched brand combines traditional Indian craftsmanship with modern European design, elevating artisans and celebrating the beauty in handmade clothing.
Every IOU garment has a unique code that enables the buyer to follow the process of its conception as well as to meet the craftspeople behind it. From the creation of the cloth in India, where “over 20 million families depend on handloom weaving”, to the cutting tables at Manifatture Di Padova in Italy, IOU provides complete traceability.
Upon purchase, you’re invited to become a part of the process by uploading a picture of yourself wearing the stylish finished product and joining like-minded apparel activists in a rebellion against machine-made, mass-produced goods.
Founded by three serial entrepreneurs, the IOU Project has already had a product recommended by Oprah (the Madras scarf is rather special). They’ve also collaborated with internet start-up 1band 1brand and recording artist Terra Naomi. For three minutes of pure fashion inspiration, watch the introductory film here: