Circular Threads has launched as a curated online marketplace for pre-loved South Asian fashion. The e-commerce platform is designed to promote sustainable shopping and offer brands at a range of price points.

“Our mission is to transform the way people perceive and engage with preloved clothing, especially within the South-Asian community,” said Circular Threads’ founder Anoli Mehta in a press release. “It’s about offering better value for money for your South Asian clothing and extending the lifespan of outfits that deserve to be worn more than once. This isn’t just a cultural shift; this is a movement.”
 
The business describes itself as, “the UK’s first and leading curated marketplace for pre-loved South Asian fashion.” With a growing customer network of approximately 15,000 individuals, Circular Threads also holds upcycling classes, spoken word events, and sustainable shopping events with the aim of building a community around zero waste desi fashion.
 
Many traditional and occasion wear ensembles are only worn once, for example to weddings, which can create a significant amount of waste in the fashion industry, according to Mehta. Through Circular Threads, the entrepreneur aims to ensure that non-resident Indian and South Asian shoppers in the UK can statement occasion wear outfits while also reducing waste and saving money.