A New Take on Shopping

Sustainable: able to be sustained; able to be sustained for an indefinite period without damaging the environment, or without depleting a resource; renewable

I've recently been emailed by Kavita Parmar, the creative director of the IOU project. So at first glance, I had no idea what it is... It said on the email:

I am a fashion designer, and together with my company, we set ourselves up with what we thought was an almost impossible challenge: to design and produce a line of totally unique clothing that would be cool and casual, but no matter how many people bought an item no two would ever be the same....

We´re about to launch in the first days of May, and we really feel good about what we have done, so here´s a friendly sneak peek. We think it´s special, and I hope you find it interesting as well. If anything I can tell you, it´s totally unique!

So now, I'm sharing with you guys what I think will be a tremendously exciting project to look forward to! A completely unique take on shopping and consumerism. A great sustainable way for us to go about fashion.

And of course thanks to Kavita Parmar for letting me have first glance!

Website: http://www.theiouproject.com/

Ciao,

Tammie.

"It’s got to be fashion and not what people perceive as ‘organic fashion’ – those hippie, oatmeal type of clothes – they have to be gorgeous clothes. Otherwise, no one would buy them."

- Katharine Hamnet