This Black-Owned Startup Brand Partners With A Women Empowerment Project In India Using Upcycled Fabrics

Let’s be real - the face of the sustainable fashion space has been oversaturated with white women working with artisans in Africa and India. Without acknowledging exploitive history and the importance of melanin agency. However, there are a plethora of inter-cultural partnerships by people of color, whose’ work rarely gets amplified in a space dominated by appropriation and saviorism.

We love when we can share stories of ethical cross pollination programs and practices amongst communities of color globally! It so important for this paradigm to be shifted and beautifully expressed across mediums of influence.

We are so excited to share this interview with Rebekah Lazarus, founder of the new brand Pure Hope:

When and why did you start Pure Hope Clothing?

My dream for Pure Hope Clothing started in January 2018 when I travelled to South East Asia on a mission trip. The trip really impacted me and I was so inspired by the people and their hospitality, the vibrant colors and the scenic views. I loved it so much that when I came back to London, I knew I wanted to go back!

During the trip I quickly realized the injustice and pain many people face, from poverty, illness and

exploitation. I saw this and wanted to do something about it. I have always loved creativity and fashion, starting my first Depop account selling vintage and retro clothes when I was 17. While I was abroad I randomly read an article about a British lady who started an ethical and sustainable clothing brand based in India, specializing in organic cotton. It was a ‘light bulb’ moment for me where the dream of combining my two passions of creativity and justice really started. Just over a year later, Pure Hope Clothing was born.

How do you define sustainability?

I define sustainability as being resourceful, re-using and being efficient with what we have while also having as little negative impact as possible on the environment and those around us. Living in western culture we have largely lost the concept of sustainability. The choices for fashion, food and items are vast, waste is high and we are often not even satisfied with what we own, always wanting the next ‘new thing’. I think it is so important to be conscious about our lifestyle choices as sustainability is about being fair too.

Specifically share how your brand is ethical/sustainable? I partner with Ashanari, founded by married couple Nitin and Deepti who run two social projects. One project is Saksham – Centre for Child Education & Women empowerment which provides free education for women and children living in slum areas and the other is the Women Empowerment sewing project which allows women living in low income areas to develop sewing skills, make items of clothing and earn a fair pay for their work.

I visited the sewing project in August 2019 and stayed with Nitin and Deepti for two weeks. I visited the sewing project, which is lead by Deepti and I noticed there was a clear sense of calm, respect and welcome amongst the women. The workshop is cosy, small yet safe and the ladies are able to work flexibly. They have a start and finish time and often get opportunities to improve their sewing skills. Many of the women have low income part time jobs for example cleaners and maids however the project gives them an opportunity to have additional work and get paid fairly for the things they make.

All the materials we used to make the collection have been made from industrial waste fabrics that are up-cycled to make every piece of clothing. Industrial waste fabrics comes from large factories and companies in India with excess material that cannot be used for commercial use. These are often thrown in landfill or destroyed. Small businesses however, have been buying the fabrics before they go to landfill and Pure Hope Clothing purchases it from them. This is a super sustainable way of avoiding wastage, recycling material and lengthening the lifeline of the fabric. We also use buttons made of coconut shells for the boilersuits!

Does being a Black woman influence your brand? If so, how? What is the dynamic as a Black woman working with artisans in India?

Growing up in London, which is one of the most diverse cities in the world, I have always been around different cultures. However working in a country where I am the rare exception is different, but as a black women I want to break negative stereotypes, pre conceived ideas and build community, continuing to be who I am unapologetically. For me and my brand and as a child of God, the driving force and vision really is to see equality and dignity for people from poor and disadvantaged backgrounds. Whether working with artisans in India or Kenya (which is my next dream!), the main focus is to see people come out of poverty into independence through the art of creativity and fashion.

What is your greatest inspiration?

My greatest inspiration are people who have overcome obstacles and still end up healing, thriving and contribute towards positive changes in the world...