Iro Iro
'Men Written By Women', 2026.
About Iro Iro
Iro Iro creates a wardrobe and objects for a considered, more personal way of living. Each piece is designed without urgency, rooted in ancestral techniques and made to order. Permanence, individuality and quiet pleasure are prioritised over novelty; beauty revealed through attention, wear and time.
Established in Jaipur in 2017, the studio works with cloth that has already lived: offcut, deadstock and textile left over from other lives, reclaimed and rewoven by hand before it is cut and shaped into garments and objects. Every length carries the memory of where it has been. Nothing is made to look new, only to become yours.
Thirty-five craftspeople across Rajasthan spin, dye, weave and finish each piece by hand. The work is slow on purpose. It resists the pace industry has set for itself, letting skill set the pace instead.
Bhaavya Goenka, Founder
Bhaavya Goenka, a multi-disciplinary design practitioner, founded Iro Iro in 2017. Raised in an intimate family-run garment factory supplying to labels across Japan, she came to the studio with an intuitive understanding of material & making systems and a conviction that its most interesting material was the part everyone else left behind.
She trained at the Indian Institute of Crafts and Design in Jaipur, graduating with the gold medal for academic excellence, and at the Indian Institute of Management, Ahmedabad, winning the Best Project Award at her graduation for Iro Iro: Crafting waste out of fashion. Her approach treats ancestral technique as design intelligence rather than heritage, an argument she has set out in print for Routledge in "Decolonising Materials", her chapter for Design Materials and Making for Social Change (2023).
She was a finalist for the Lexus Design Award and the Lakmé Fashion Week Circular Design Challenge, and a recipient of the British Council's New Landscapes grants in 2023 and 2024 and the Elle Sustainability Award - Circular Brand of the Year 2024.
She lives in Jaipur and works between the studio, the villages of Rajasthan and London.
Bhaavya Goenka, 2024.
Iro Iro
'Men Written By Women', 2026.
Press
Iro Iro’s work has been featured in publications exploring contemporary fashion, material innovation, craft and circular design, including The New York Times in World-Class Lessons on Zero Waste,Vogue in How One Indian Brand Is Reimagining Waste While Preserving Traditional Craftsmanship, The Guardian in COP26: Meet Nine Fashion Designers Making Real Change, Vogue India on the Circular Design Challenge, Harper’s Bazaar India in 8 Creative Minds Who Are Leading the Change in Fashion, British Vogue on Rethinking textile waste through craft.