From Waste to Worth: Inside the Upcycled Design Vision of Dwij

Across the world, the fashion industry continues to generate staggering quantities of textile waste. More than 92 million tonnes of discarded fabric enter the global waste stream every year, while India alone contributes nearly 7.8 million tonnes. A large portion of this waste ends up buried in landfills, despite being durable, reusable, and full of design potential.

In this landscape of excess and environmental strain, Dwij stands out for its determined commitment to transformation. Founded by Soumya Kalluri, the Mumbai-based brand champions a philosophy rooted in giving textiles a meaningful “second chance.” From discarded jeans and surplus factory scraps, the brand creates upcycled bags, jewellery, and home décor that highlight the value hidden within materials that would otherwise be thrown away.

A Journey Shaped by Awareness

The inception of Dwij was not the result of a traditional business plan but an evolving consciousness. In the founder’s words, “This was not a decision driven by predetermined planning. It emerged gradually as I became increasingly aware of environmental concerns and sought meaningful ways to address them.” This shift in awareness allowed Kalluri to observe something fundamental: denim, one of the world's strongest textiles, is often discarded prematurely. Instead of allowing this material to enter overflowing landfills, she envisioned a way to reclaim and reimagine it.

The brand’s manufacturing space in Vikhroli acts as a meticulous sorting and transformation hub. Large volumes of discarded or donated denim enter the facility each month, where they undergo a careful and multi-layered process. As Kalluri explains, “Our production involves a detailed and systematic procedure. We begin by separating the incoming materials, understanding the nature of each fabric, and categorising them based on their suitability for different components.”

This approach ensures that every piece serves a purpose: sturdy sections become bag bases, smoother fabrics turn into pockets or panels, and even narrow scraps find life in accessories or embellishments. Nothing is overlooked, because within recycled denim, even the smallest fragment holds design potential.

More Than Tote Bags: A Diversifying Design Identity

While the brand first became known for its durable, functional tote bags, Dwij has steadily expanded its product range. Today, the label produces an entire ecosystem of upcycled design — including denim jewellery, table mats, cushion covers, and home accents. Each creation is distinct, carrying variations in shade, texture, and stitch that reflect the original life of the fabric. This intentional uniqueness sets the brand apart, offering buyers pieces that are not merely products, but stories crafted from revival.

Looking ahead, the brand is preparing to deepen its design language by incorporating cultural elements. As Kalluri notes, “We aim to introduce Indian textile-inspired embroideries into our designs, integrating traditional craft practices into our upcycled pieces.” This shift signals an exciting new phase for Dwij — one that combines the strength and structure of recycled denim with the richness of regional craft heritage. Imagining Phulkari motifs over indigo panels or Kantha-style running stitches across reclaimed denim evokes a powerful blend of identity, sustainability, and artistry.

Slow Production in a Fast Fashion World

The brand’s philosophy deliberately diverges from the rapid cycles of fast fashion. Instead of mass-producing identical designs, Dwij embraces a slower, intentional pace of creation. This approach allows the team to maintain quality, preserve material integrity, and stay true to the brand’s founding principles. In a world saturated with disposable fashion, this commitment to longevity and thoughtful consumption offers a refreshing counter-narrative. Owning a product made from reclaimed fabric encourages a shift in mindset — one that appreciates durability, values craftsmanship, and recognises the environmental cost of waste.

A Conscious Future, One Upcycled Piece at a Time

The impact of initiatives like this extends beyond the products themselves. By reclaiming textile waste, the brand addresses several environmental challenges at once: reducing landfill contribution, conserving resources that would be required to produce new textiles, and minimising pollution associated with dyeing and manufacturing. In doing so, Dwij demonstrates how circular design can be practical, scalable, and culturally rooted. It shows that sustainability can coexist with style — and that responsibility can be woven into every stitch.

Ultimately, the brand represents far more than an alternative to traditional fashion. It symbolises a quiet revolution in how we perceive waste, value materials, and make purchasing choices. Through each upcycled bag, accessory, or décor item, Dwij invites people to reimagine what discarded fabric can become — and to participate in a future where sustainability is not an exception, but a norm.