With an idea of connecting the threads of travel to those of clean design, Mahima Gujral founded SUI by Sue Mue last year. For a brand like SUI that believes that it’s possible to walk together and create beautiful clothes by causing no harm to our planet and its people, it comes as no surprise that they have joined hands with This For That (TFT) closet to take this one of a kind initiative to try and create a truly circular fashion system.
For this collaboration, they have committed the dead stock from their first collection to This For That. This stock will be available for the end user to swap exclusively on the TFT app. Typically, how swapping works is that people swap something, use it a few times and upload it again, thereby increasing the shelf life of a product. So, chances are that good quality fashion will get multiple uses and will last far longer. Each piece from the collection is being brought back to life with the Sustainable AF tab, which signifies that this piece belongs to an older collection. In the age of mass consumerism where brands want to produce quicker, cheaper collections, every 15 days and offer ‘NEW’ designs at a huge cost to the environment, the Sustainable AF badge becomes a badge of honour to say that, “We believe in sustainable over new”. Not only is this collection Sustainable, it also gives end users a chance to take gorgeous, tag intact pieces at a 90% off. A win-win situation for both consumers and the environment!
In the fashion world where many luxury heritage brands (like Louis Vuitton, Burberry) have come under fire (ironically) for incinerating their dead stock, this TFT X SUI collaboration is trying to address this problem and resolve it by ensuring produced clothes reach the end user which is why it’s being supported by influencers from around the country like Nidhi Mohan Kamal, Surbhi Sethi, Jia Singh and more.
So, go ahead and download the TFT app. And get ready to swap credits for a sustainable addition to your wardrobe. Isn’t this an easy and environment-friendly solution to our everyday problem of having ‘nothing to wear’?
Karishma is a science nerd turned fashion and beauty writer who loves talking about trends as much as eating desserts. Gucci, salted caramel ice-cream, jewels, and Simba (her dog) make up four chambers of her heart. Like Karishma’s story? Drop her a line in the comments section below.