Namrata Narula of New-Improved talks to us

Initiated in January 2011, “New-Improved” stems from the age old habit of recycling. It redefines ideas of what can be done with waste in the form of fabrics termed as outdated, old and tossed out and how with an eye for creativity they can be transformed into useful bags. Namrata Narula, the brains behind this innovative concept believes in the recycling/upcycling mantra just like us so we decided to interview her.


Can you tell us a little more about “New-Improved”? :
“New-Improved” is brand that aims at changing our rigid ideas about ideas of fashion, consumerism, individualtiy, reusuabilty, emotional attachment to clothing and textiles at a personal/domestic level as well as the industry. It makes products from second hand clothing and discarded material which still have a lot of potential in them but are not being used and to explore the same.


What kind of products do you make?
Bags, clothing, cushion covers etc... and anything that the customer wants from his/her old clothes.

What materials do you use predominantly?
Denim, old and vintage saris, cotton


What gave you the idea to start something like this?
Well, the rise in consumerism and fashion changing at the bink of an eye and people never being stastied with what they have. Always buying more and more while the old clothes are being piled on and on. Shopping has become a pass time as our ability to spend and earn more has increased. For my love for clothing and old world charm. So, I chose to recycle the same old clothing which all of us somewhere still love and wish to fit into again. And promote sensible shopping and individual expression through clothing!!


What inspires your work/creativity?
The emotional, psychological value that we all have for the clothing that we own...the stories attached to them all. Which make us who we are! It's like not only recycling material but also recycling moemories!!



Are there any artists you look up to?
Yes, Mrs. Jones, She is a london based designer who I am completely mesmerised by and I look up to her for what she does. And Frida Kahlo!


Where can someone get their hands on New-Improved products?
At Sacha's Shop, Goa
Online: on facebook and Shopo
More coming up soon, hopefully!


Can you sum up your brand in one sentence?
Yeah, I can...Let's get wasted!


Some of her beautiful creations:

Woven denim tote made up of discarded jeans, men's trousers and a brocade sari.

Button clutch

We wish Namrata all the very best for her venture and hope that she is able to spread the message of upcycling as far as possible :)

Creative Gaga magazine product feature!

Creative Gaga, an enthusiastic creative journal showcases the best in graphic design, contemporary art, illustration and animation. In their July-August 2011 issue they have featured some of our 'designer stuff' in their Spend Thrift section.

Product descriptions featured in Creative Gaga:
Cardboard tissue box - Keep the creative glow on your face intact! This wacky piece has been put together with strips cut from cardboard cortons and garnished with roses made from aluminium scrap.

Vinyl record clock - The old strikes gold again! Made from erstwhile vinyl records, these clocks pop up any interior with its vintage feel. Memories of an era gone by tick-tocking through the present.

Kettle lamp - Just like that cup of tea brightening up your mornings, this time it is the ambience. Serving fresh energy with a traditional twist.

Zip storage jar - An encounter with the sewing kit and creativity zips open. The reject sartorial accessory takes a step towards all things eco-friendly. Weave non-functional zips on old plastic jars and you get these colorful and unique storage solutions.

Color pencil assortment - It's easy to add an instant spunk to your decor if you are in love for everything colorful! Made from color pencils cut and filed to precision combined with salvaged wood, the set is completely eco-friendly and 100% handmade!

Our product feature

Good Homes magazine product feature

GOod Homes, one of India's leading home decor magazine, features our color pencil pen stand in their July 2011 issue. They recommend our bright pen stand to spruce up your desk in these grey monsoons!

Shop WorkshopQ till you drop on Shopo!

Shopo, an online store is the marketplace for everything with an Indian heart. Very recently started by 2 young vivacious entrepreneurs based in Chennai, Shopo launched with 20 sellers showcasing their plethora of handcrafted creations.
With fun facebook wall posts, promotions in magazines, blogs and continuous appraisal for their sellers, Shopo makes online shopping a great experience for buyers as well as the sellers. What we love most about it is are the small details they have added on their website such as the bio & profile pictures of sellers, comments page where buyers can leave comments on their purchases, a notes page where buyers can send enquiries to the sellers. Their tie-up with FedEx for their logistics has made the order fulfillment process much simpler and more convenient. Their focus is not just on the front end shop but have given a good deal of consideration to the seller evaluation aspects also.

We have around 30 products listed on Shopo. You can buy them here.

Our seller page on Shopo