UNDER EMBARGO UNTIL 11 NOVEMBER
October 2024 – Sustainability underpins Noughty's mission, and it's been inherent to the brand’s DNA from day one, with customers making it clear they expect products that align with this vision. In a recent survey, 73% of Noughty’s customers expressed a desire for products made with recycled materials. In response, Noughty is excited to introduce the Limited Edition Zero-Waste Scrunchies, launching this October. Handcrafted from upcycled textile waste (meaning no two designs are the same), these scrunchies combine sustainability with style, reflecting the expectations of a growing eco-conscious community. As part of a long-standing partnership with CleanHub, Noughty had the privilege of meeting and visiting these incredible women, further highlighting the meaningful impact of their work.
EMPOWERING WOMEN IN INDIA
The driving force behind this collection is a team of female designers and makers from Bluemadegreen in Kerala, India. Through a collaboration with CleanHub and Green Worms, these women transform discarded fabrics into fashionable and functional scrunchies. “We are happy to collaborate with Green Worms, CleanHub, and Noughty for this meaningful and sustainable project,” says Bluemadegreen Founder, Ratna Prabha Rajkumar.
Green Worms works with women-led organisations like Bluemadegreen to intercept textile waste and repurpose it into new products. This initiative not only reduces waste but also empowers women with financial independence and sustainable livelihoods.
Robyn Butler, Brand Manager at Noughty, reflects on the experience: "Visiting the Green Worms facility last year was truly inspiring. It was evident from the strong community and the pride in their work how much impact this initiative has had. Meeting the women who have gone on to start their own businesses in local villages was incredible. Seeing them empower the next generation and fuel their passion for their craft was a powerful reminder of how these collaborations can create meaningful change."
WHY THESE SCRUNCHIES STAND OUT:
Upcycled Fashion: Each scrunchie is made from leftover textile waste, giving discarded materials a new life and reducing landfill waste. The scrunchies are packaged in handmade pouches, further upcycling textile waste into something both functional and stylish.
Empowered Women: Created by an all-female collective in India, the scrunchies support women-led initiatives that provide sustainable livelihoods.
One-of-a-Kind: No two scrunchies are the same, offering a unique and personalised touch to eco-friendly haircare.
Plastic Neutral: Each time someone buys a scrunchie, the purchase helps CleanHub fund projects around the world to remove ocean-bound plastic. Through Noughty, consumers can actively contribute to the fight against plastic pollution.
These Limited Edition Zero-Waste Scrunchies celebrate the intersection of conscious fashion, female empowerment, and environmental responsibility, representing a step toward a more sustainable future.
Available exclusively at lovenoughty.co.uk from 11 November 2024 for £8.99 per trio.
About CleanHub
CleanHub enables companies to take measurable and impactful action against plastic pollution. Through its partnerships, CleanHub funds the collection and safe processing of ocean-bound plastic waste before it reaches the ocean, creating a global network of plastic collection partners. Green Worms is one of CleanHub’s key partners in India, where they work together to improve waste management and empower local communities.
For more information, visit cleanhub.com.