In a world driven by a growing commitment to environmental sustainability, Ashadeep and Alifa, the founders of Cloket, embarked on a transformative journey rooted in purpose and responsibility. Their story began in 2019 when they were actively involved with a waste management organisation, The Midway Journey. Through awareness programmes and monthly riverbank clean up drives, they worked hands-on to recover value from discarded waste and reduce its impact on ecosystems.

During this work, they repeatedly encountered a challenge that appeared both pervasive and unresolved: textile waste. Their concern deepened as they uncovered a sobering reality over one million tonnes of textile waste are discarded in India every year. This revelation highlighted a critical gap in existing waste management and consumption systems.

A defining moment came in 2020 after watching the documentary Minimalism. The film became a catalyst for reflection and change, prompting them to reassess their own fashion consumption and its environmental consequences. What began as a personal commitment soon evolved into a shared vision: to minimise unnecessary fashion consumption while cultivating a community that could support conscious, need-based fashion choices, all while amplifying awareness around climate change and overconsumption.

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The Way Forward- Upculture

Upculture is a circular fashion and textile upcycling brand, operating as a unit of Cloket, dedicated to transforming discarded and underutilised textiles into responsible, handmade products. We collaborate closely with local artisans, self-help groups, and creative communities to upcycle post-consumption and post-production textile waste into functional, durable lifestyle and fashion products.

With upcycling at the core of our model, Upculture bridges the gap between textile waste and conscious consumption. Our work diverts valuable materials from landfills while strengthening local livelihoods, preserving craft-based skills, and encouraging mindful purchasing decisions. Every product created through Upculture represents extended material life, fair value creation, and reduced environmental impact.

As a unit of Cloket, Upculture carries forward the broader vision of circularity and responsible production, focusing specifically on artisan-led, textile-based upcycled products.

Vision

In a world shaped by fast fashion and excessive consumption, Upculture envisions a shift towards responsibility, longevity, and intention. The overproduction of textiles places immense pressure on ecosystems, devalues human labour, and disrupts social and economic balance.

Our vision is to build a future where textile waste is recognised as a valuable resource where fashion is designed to last, materials are reused thoughtfully, and consumption is driven by purpose. Through upcycling and circular practices, we aim to contribute to a minimal and responsible fashion ecosystem for today and tomorrow.

Mission

Our mission is to build a scalable, artisan-driven circular textile ecosystem by engaging artisans, self-help groups, small businesses, and individuals in upcycling-led production. We focus on:

  • Repurposing post-consumption and post-production textile waste into high-value products
  • Enabling handmade, artisan-led production that ensures fair livelihoods and skill preservation
  • Upskilling and onboarding communities, regardless of prior technical expertise, to participate in circular practices
  • Offering responsible, durable alternatives to fast fashion through conscious design and material reuse

By rethinking production from the source and extending the life of existing materials, Upculture works to reduce waste, prevent overproduction, and create inclusive economic opportunities through circular fashion.

Impact So Far

  • 300+

    Community members supporting responsible fashion

  • 250+ kg

    Textile waste diverted back into active use

  • 1,000+ litres

    Water saved through textile reuse and upcycling

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Not only is it a repurposed item crafted from textile waste, but it also features the distinctive motifs of a specific indigenous artisan group. Supplementary Information for the Product: The Digital Product Passport includes narratives about the indigenous culture linked to the motifs, details about the skilled workers involved in crafting the products, and information about the designer. Options for Reselling/Repair: In the event of damage, there is the option for reselling or repair. Additionally, a take-back model exists, allowing the item to be upcycled into either the same product or a different one, based on the agreement between the designer/artisan and the consumer.

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