Sustainability, an umbrella term that is increasingly becoming the immediate need for all of humankind. The need for sustainability should be the major driving force behind any human practice because of the current deteriorated state of the ecosystem & to achieve that, the innovative minds are already on work upholding the future.
If you look around, the current industrial-social complex which power-ups the civilization is solely profit-oriented which, if not contained or kept under strict vigilance, would lead up to a dead future. Along with others, the fashion industry is also a big-time player of this existing industrial complex & the need to shift the foundation & execution of its practices towards sustainability is evident.
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The need to revolutionize fashion
The fashion industry has been presented in a really bad light when it comes to environmental issues & most of the allegations prove true. Whether it is Kanpur or Paris, the need to revolutionize the ongoing practices to uphold the principles of sustainability.
The criticism includes allegations like overuse & wastage of resources, underwhelming pay, unequal distribution of resources, no signs of sustainable practices, rampant polluting practices being carried out in the name of establishing trends. All of these points prove to be valid if looked upon closely.
The continuation of such practices will lead to a disastrous future that will be uninhabitable for future generations. To counter this scenario, entrepreneurs & innovative thinkers have united under a singular banner & the ideas they provide prove to be viable & sometimes even better alternatives.
Such a success story of such innovative ideas can be traced back to the majestic city of Kolkata under the name of Twirl.
Established towards the end of 2007, the brand made its mark in the field of reusing & upscaling existing resources
The idea of upscaling & reusing has been seen on paper for a long time but making it an actual possibility was something which required sheer resilience & will of a stone. Owing to the same will, Sujata Chatterjee made this organization from the ground up to a level where it’s now being acknowledged by the masses.
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The sustainable working model
The goal of sustainability occupies the major pedestal in core values of twirl & the major steps taken by this organization have been in the same direction. The issue of making fashion sustainable & reusing & upscaling forms the work culture of this organization.
From its inception in 2017, twirl along with its members has seen the best & worst of days but gained stability in the market owing to the sheer resilience & belief of its founder Mrs. Sujata & her colleagues.
The working model of twirl is simple & efficient. The raw material is kept in everyone’s wardrobe. Confused right? It’s simple, they collect old & used pieces of clothing. You can donate them in twirl boxes or can request for a home pick up, the choice is yours. In reward for this donation, you get twirl points which you can redeem on its website to buy any item of your choosing.
The clothes are then categorized & are then driven into the hands of skilled workers so that they can make wonders out of your unused wardrobe. Along with that, the remaining clothes are kept to conduct donation drives all across the state. The non-profit & humanitarian of this organization lights up everybody’s heart when anyone comes to know of this.
The range of finished products then goes from daily wear to various accessories which help in making your daily life easy & attractive at the same time. The goal of a sustainable working model was kept in mind when this system was being developed from the ground up & it reflects all the values of the stated type of practice.
The selling points of twirl’s idea was mainly it’s potential, complemented by its policies & schemes that benefitted all who became a part of this family.
The working model of the organization enlists numerous women workers which are skilled in this trade of upscaling the used products & making miracles out of it. The workforce consists mainly of rural women. This is generally done by enhancing their skill level thus enabling them to make an independent living.
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The success story
Twirl which started as a small initiative is now growing big at a steady pace & is being recognized by various local as well as national organizations including the government of India. It has distributed more than 30,000 individual pieces through its donation channels & sold thousands of upcycled products in addition to that.
The direct work of twirl affects the livelihood of numerous women workers currently working with the organization. The stated fact proves that the need for women empowerment & giving them the ability to take control of their own lives is one of the basic foundations upon which this organization shall continue to grow.
The recognition from organizations like Tata, IIM-C, and DST along with the government of India has proven to be a great promotion in itself. The benefit of all the women related to this initiative has also been seen in the frontline and the likes of entrepreneurs like Mrs. Sujata Chatterjee have proven day after another that if you make up your mind to bring the change you want to see, with reliance & loads of hard work, you can actualize that dream of yours & change the society for the betterment of humankind.
The ability to change your surroundings & to make an impact upon the rest of civilization lies in your will, to evolve that into a model that is successful & sustainable at the same time takes skill, hard work & resilience, unlike anything. Owing to those factors you can set a benchmark & create your own success story like Twirl.
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