Behind every fashion brand is a story, a plan and a vision and for every brand, this story is unique. While some fashion brands, like Mi Terro, were inspired by the need to reduce food waste, others, like SVNR, were inspired by the need to incorporate more of nature into fashion. Furthermore, others, like Roop, came about by accident but are inspired by the need to reduce fashion waste.
Roop is an environmentally conscious brand that was started by its namesake, Natasha ‘Roop’ Fernandes Anjo, “after she decided to share her love for all things vintage and handmade”.
The brand, which uses only quality and luxurious vintage and remnant fabrics to make its pieces, was started by ‘accident’ when its founder saw a shoe with a scrunchie strap on Instagram and thought it would make a nice bag. This bag birthed the brand that is now known as Roop.
Roop encourages its audience to think more responsibly about their other shopping habits and support diverse talent. Since each of Roop’s handbags is made from vintage and remnant fabrics, its collections are ever-changing and are available for only a limited period – with some even being one-of-a-kind pieces.
A post shared by ROOP (@itsrooper) on Jun 19, 2020 at 5:40am PDT
The brand’s signature best-selling bag is the tied furoshiki bag inspired by the traditional Japanese gift wrapping technique – furoshiki. Each furoshiki bag by Roop is lined and has a scrunchie strap attached to it, making it both playful and unique at the same time.
Because of the structure of Roop bags, they can not be used like traditional bags, but they are the perfect bags for the beach, a fun night out, or a casual date.
“I believe using leftover fabrics for my fashion brand is a good and creative idea as it helps to regulate and manage resources well. It also helps to prevent waste – which is important.” – Mojirola Olatunbosun, House of Rólar.
A post shared by ROOP (@itsrooper) on Feb 28, 2020 at 3:25am PST
Roop, Sustainability and Giving Back
Since Roop’s pieces are handmade from deadstock and vintage fabrics, its practices are sustainable and kinder to the planet.
By making all of their pieces by hand in one location, the brand had succeeded in reducing its carbon footprint greatly. Also, since deadstock fabrics are much cheaper than made-to-order or new fabrics and this means that Roop saves money by using such fabrics.
Customers always love unique items and the fact that all of Roop’s pieces are limited makes it a favourite among customers. By doing this, Roop has succeeded in setting itself apart from the competition and giving its customers something unique.
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I am currently locked out of the house waiting for keys, in my pyjamas with the dogs… how’s your morning going?! Oh and I’m supposed to be at work #evenbetter …Feeling very overwhelmed today, I will have sewn over 50 bags by the end of this week (whilst working 🙃) which is amazing that I even need to do that but also possibly why I’m locked out! Sushanti is the sunshine babe I need to look at when i get in the house, that yellow is life giving!!!!! 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱 🙂💛🌼🌞🐱
A post shared by ROOP (@itsrooper) on Nov 23, 2019 at 4:13am PST
By the way of giving back, Natasha has used the platform she has built with the Roop brand to advocate for change. She partnered with over 50 other brands to organise a fundraiser to support the anti-racism and Black Lives Matter movements.
This had helped make the brand more precious in the sight of its customers because it shows solidarity for the things that affect them.