Fruits of the loom: I Owe You weaves its magic

New Delhi – Clothing brand I Owe You is introducing consumers to the work of India’s weavers.

Rather than purchasing from a shop, consumers can buy individual hand-woven designs online through social networks such as Facebook and Twitter. Each piece of clothing has a unique ID that can be traced to the craftsman.

‘No two are ever exactly the same, as each is hand-woven by an artisan who will thread the loom based on their mood and inspiration on that day,’ explain I Owe You’s founders Ricky Posner and Kavita Parmar.

Online videos introduce the weavers, and in return, consumers can post pictures of themselves wearing the clothes for the weavers to see.

Read our Show Your Working micro trend for more examples of transparent brands.