LONDON – British fashion label Ahluwalia is partnering with software giant Microsoft on a new web app – Circulate – designed to encourage consumers to help upcycle clothing.
The Circulate app – released on beta so far – allows users to receive credit for donating gently used clothing for upcycling rather than disposing of it in landfill.
Ahluwalia will use the donated items to create new pieces for her collections through the programme which aims to “make sustainability in fashion inclusive, prominent and accessible”.
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