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 It redefines ideas of what can be done with waste in the form of fabrics termed as outdated, old and tossed out and how with an eye for creativity they can be transformed into useful bags.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 :)