Virgio to evolve into a circular fashion brand

Fashion-tech start-up Virgio has announced that it will evolve from a fast fashion brand into a circular fashion brand. The new version of Virgio will be unveiled this week and it is designed to renew the brand’s commitment to improving the fashion industry while catering to its customers. 

“While fast fashion is agile, trendy and caters to the growing needs of the young blood in India, it also promotes over production, over consumption,” said Virgio’s co-founder Amar Nagaraman in a press release. “Fast fashion companies use harmful fabrics and exploit labour to cut corners on pricing and quality fuelling the market with what will be sent to landfills. It’s a global crisis and we all are witnessing it. That’s why we’ve made a conscious choice to move our entire efforts to build a circular fashion brand.”
 
Nagaraman is the former CEO of Flipkart’s fashion arm Myntra and the entrepreneur launched Virgio a year ago as a fast fashion brand. This pivot in strategy follows a shift in consumer demand which is increasingly concerned with making sure that brands are operating in a sustainable and ethical way.

Virgio is backed by Accel, Prosus and Alpha Wave and reported that its customer base has grown to over one lakh within a year of its launch. The business’ design team has been working on new creations which are made of natural fabrics in order to be both durable and recyclable.