The multi-award-winning fashion label combines elements from the designer's dual Indian-Nigerian heritage and London roots. It explores the potential of vintage and surplus clothing by giving existing material a new life through various textile and patchwork techniques.
Ahluwalia and Maido have partnered to deliver numerous digital products, including their flagship e-commerce website Ahluwalia.World and Circulate a project in partnership with Microsoft.
Circulate
Circulate is an innovative textile and clothing recycling programme from Ahluwalia, bringing new life to loved but unwanted clothing.
Users can upload photos and videos of their own, unwanted, garments to see if they’re a match for an upcoming Ahluwalia collection. Circulate then uses AI to analyse these images in a matter of seconds, confirming vital garment details—like type of fabric, color, and brand information — cutting down on guesswork and adding in quality controls.
Maido worked as part of a collaborative, multi-agency team to deliver the tool helping customers to take mutual responsibility to extend the life of their unwanted garments. Circulate is a way to prove that sustainability can be both inclusive and easy, while connecting to a tradition of reuse that feels very familiar.