Ahluwalia
Scope
- Discovery sprint
- E-commerce platform (Shopify)
- Circulate digital product
The multi-award-winning fashion label combines elements from the designer's dual Indian-Nigerian heritage and London roots. It explores the potential of vintage and surplus clothing by giving existing material a new life through various textile and patchwork techniques.
Circulate is an innovative textile and clothing recycling programme from Ahluwalia, bringing new life to loved but unwanted clothing.
Maido worked as part of a collaborative, multi-agency team to deliver the tool which helps customers to take mutual responsibility to extend the life of their unwanted garments in exchange for ‘points’ which can be redeemed at checkout against future purchases.
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