Kavita Parmar of IOU explains:
"This project grew out of my frustration as a designer with the current fashion system, which is focused on creating a lot of product with very short life span and with little regard to the way it was made. The idea was to rethink the entire chain: to create a new one that allows goods to be produced and sold and serves everyone involved. It is sustainable for the artisan, the designer, the final consumer and not just a few at the top end. We like to call it the prosperity chain."