'Rimagined' Converts Old Tyre Tubes Into Fashionable Bags

A report by the Ministry of Housing and Urban Affairs states that India produces about 42 million tonnes of municipal solid waste annually and this is just from the urban areas. Consumerism is on the rise and consumption patterns have changed from need-based to convenience-based. With the fashion industry also adding to the pollution are we as consumers doing enough for the environment? It was this question that led Shailaja Rangarajan to start her own brand Rimagined.

Shailaja quit her corporate job to volunteer full-time in waste management for around five years and that is when the idea popped up. Recalling her odyssey, Shailaja said,

It was my personal journey in the year 2012, which was in the area of waste management. While talking about waste segregation, waste rerouting to dry waste collection centres and interacting with individuals that I became conscious of my own personal consumption and this was a journey which started in 2012. I realised the critical need of the hour is sustainable consumption. Waste segregation can only do so much but as long as we are consuming and using up resources at the rate we are and the way we are dumping waste, we are not really making a dent. It was this personal thought and realisation that we should do something about it that got me to think about Rimagined. I launched it in 2016; that's where it all started.

Also Read: 'The Sustainable Life' Gives A New Purpose To Old Tyres In The Form Of Handmade Bags

They say, one man's waste is another man's treasure and that is exactly how Shailaja saw the raw material as - a great resource. Sharing how the team of Rimagined collects waste to convert it into useful products, Shailaja said,

We work with different types of waste materials which are the primary inputs and the sourcing for all these materials also varies. When we talk about tyre tube waste which is post-consumer waste, we source it from waste segregators. We also work with a lot of fabric waste, so we get it from garment manufacturers, retail stores, and individuals who give away their discarded fabric. Also, denim waste is sourced from a production house. We have manufacturers who have discarded or unsold denims and they are our primary source of denim waste. We also get woolen yarns which are also a waste material and this comes to us from a carpet factory. So as a part of their CSR program they support us by sending us their woolen yarn waste, for us to weave into woolen carpets. So, depending on the material, the sourcing very point varies.

Rimagined also works with tyre tube waste. Tyres make for a great alternative to leather. The material is not durable but according to Shailaja has a luxurious feel to it. Talking about utilising tyre waste, Shailaja said,

Unfortunately, tyre tube is not pure rubber. It is a combination of pure rubber and plastic. We don't have the set-up or facilities or infrastructure to deal with tyre tube waste. And it is a material that can actually lead to a lot of environmental pollution if not handled well. So, the range that we create a beautiful alternative to leather. You can actually have a classy range created from tyre tubes. It will last longer than you would like. You can really get bored of it. Also, it has a classy look and finish which has zero compromises on quality and aesthetics. At the same time, as a consumer, you will also make a huge environmental impact positively because you are helping us pull away so much that you waste which unfortunately gets dumped and burned. Imagine all that waste being rerouted and repurposed and getting a new lease of life through the range you opt for. What I would call it is vegan leather; no cruelty to any being on this planet and still you get a product. What more can one ask for.

Also Read: 'Paaduks', Saving The Planet One Slipper At A Time By Recycling Tyre Tubes

Not just with their products, Rimagined is promoting sustainability in all aspects. Elaborating on the same, Shailaja spoke about a founding principle of Rimagined that it is about sustainable living and sustainable working conditions.

Ethical working conditions and ethical values are the core of the enterprise. While we focus on the environment, we also believe that unless and until everybody who is associated with the enterprise also improves in terms of their access to sustainable employment, dignity in work conditions and also growth as an individual, I don't think we can make a sustainable impact. Ethical working conditions and dignity for the individual for the work they do is very core for the enterprise.

The quality check at RImagined plays an extremely important role since they work with waste material. The brand is aware that they have very high-quality standards. Sharing the journey of a product from the time it's just a piece of waste, Shailaja said,

The process for us begins with sourcing the waste material. Once we source the waste material, the very critical element, since we are working with the waste, it's the hygiene element. Before a material can turn into a transformed product that consumers would buy, it goes through a very stringent process. The process includes cleaning and sanitisation of the raw material and a quality check happens at every stage. After cleaning, the design element comes into play where precision in cutting is key. We believe that every piece that comes out under the Rimagined label is flawless in all aspects. So, there is a quality element even in that stage. After cutting, whatever we stitch and weave has to be thorough. And after that, there is also a final check which delivers the actual bag or diary or a cushion cover or anything that we create and reaches the consumer.

In India, upcycling as a practice has always been a way of life but the term upcycling was new to the Indian consumers and hence became a challenge for Rimagined. Talking about how consumers' perspectives have changed towards upcycling, Shailaja said,

In terms of awareness, we have come a long way in the last six to six and a half years of Rimagined journey. Earlier when we would showcase our upcycled products, people would take it up and say, 'oh wow' and then put it down upon learning that it's made from waste. And now, when we say this is created from tyre tubes, they instantly pick it up and say, 'Really? Don't tell me'. In terms of consumer behavior, the openness to accept and adopt these kinds of innovative ideas with the notion and belief that as consumers they can make a difference, we have come a long long way.

High street brands have accelerated the pace of fast fashion and promotes a culture of buying and quickly discarding. But given the concerns around the environment, we as consumers need to be more mindful when making a purchase and that is exactly what Rimagined is trying to convey. Shailaja said,

By buying a product - a garment, bag, footwear or anything - you are leaving a footprint. Can you as an individual turn that footprint to becoming as green as possible? The answer is a clear yes. So, just pause for a second before you make a choice, that would be my request to all the consumers.

Giving a new lease of life to old tyre tubes, reducing the damage to the environment and promoting handwork is why Rimagined is a great example of Clothes With A Conscience.