Jiwya Blends Femininity, Innovation, and Eco-Consciousness in Indian Fashion
When two forward-thinking scientists in textiles walked away from their lives in the United States, and back to India, they did not just bring their knowledge with them, they brought a mission. The mission became JIWYA – a fashion/lifestyle brand that is reinventing sustainability, one plant thread at a time. JIWYA is derived from the Sanskrit “jeevya” which means life, soul, and spirit, representing more than a label, but a life cycle from soil to soil. Born out of frustration with the industry’s deep-seated environmental and ethical flaws, the founders decided it was time to stop waiting for change and start leading it.
After nearly a decade of working within the textile industry using deep-tech innovations to reduce its ecological footprint, they realised real change had to happen at the grassroots. The result? A zero-waste, cruelty-free, and fully plant-powered fashion ecosystem that is 100% free from plastics, toxic chemicals, and animal-derived materials.
Why It Matters
The fashion industry is the world’s third-largest polluter, responsible for alarming levels of carbon emissions, microplastic pollution, and unethical labour practices. Every year, over 92 million metric tons of clothing are dumped in landfills. Nearly 65% of this waste comes from synthetic fibres, derived from fossil fuels. Shockingly, over 5 billion animals are used annually in the name of fashion.
A Soil-to-Soil Solution
At JIWYA, every element of production—from fibre to final stitch—is rooted in sustainability. The brand has built a closed-loop, vertically integrated supply chain that uses only plant-based, biodegradable materials. All design, dyeing, and quality checks are done in-house using heritage Indian techniques and handcrafting methods that honour both nature and tradition.
Each JIWYA creation is a tapestry of at least two authentic Indian textile arts, designed to fit not just the body, but also the values of the modern, conscious woman. The result? Limited-edition, eco-chic fashion for those who care as deeply about the planet as they do about style.
Women Empowerment, Artisan Revival
At its core, JIWYA is about women empowerment, artisan revival, and community upliftment. By working with over 100 traditional artisans across India (many of whom are women and grassroots craft leaders), JIWYA is also a part of a wider ecosystem which includes over 33,000 skilled workers. Generational artisans utilize resources found in their own backyards, thereby preserving ancient practices of creating products while also building sustainable livelihoods.
All raw materials, including every fibre, dye, packaging, and labels, were used to promote self-reliance in the craft space and to promote the circular economy in rural India.
Global Vision, Indian Soul
Certified by PETA, and aligned to seven UN Sustainable Development Goals (inc: Gender Equality, Decent Work, Responsible Consumption), and other UN initiatives, JIWYA is making an impact not only in India, but globally. Recently, the brand was featured at Festival de Cannes 2024, fostering Indian craftsmanship on one of the world’s most internationally known platform.
#jiwya#PlantBasedFashion#printpublication #printmagazine #womenindia
