Mumbai-based, Juhu Beach Studio, founded in 2019 by Akshara Mehta and Prakruthi Rao, excels in the art of turning textile waste into captivating works of art. As alumni of NID, Ahmedabad, their creative pursuits encompass a wide spectrum, spanning from textiles and fashion to an inherent appreciation for nature and a penchant for curating the unique. With an unwavering commitment to sustainability, the studio not only repurposes discarded materials but infuses them with new life, transforming what was once considered waste into delightful and engaging objects that captivate the imagination.
Their work mirrors the extraordinary in the ordinary, drawing inspiration from the city's vibrant tapestry. From bustling markets to hidden city spots, intriguing flora, and fauna, every detail of Mumbai's kaleidoscope influences their eclectic creations. Juhu Beach, the duo's cherished sanctuary, holds a special place in their hearts, infusing their work with the spirit of the sea and local adventures..
Juhu Beach Studio adheres to a strict no-new-material policy, utilizing solely pre and post-consumer waste from Mumbai's textile industry, including deadstock fabrics, scraps, buttons, and labels. The studio's commitment to sustainability extends to its slow production approach, fostering unique, limited-edition products that eschew mass production.
Their mission, to build a 'Kachre ka empire' (empire of waste), revolves around making sustainability accessible and enjoyable. By mapping waste ecosystems and advocating systemic solutions, they seek to revolutionize textile waste management. Additionally, their goal is to create a scalable and ethical business model that not only offers employment but also champions skill development and training.
Juhu Beach Studio's vision also encompasses the creation of distinctive, joy-evoking products that celebrate the essence of India. Through their innovative designs and sustainable practices, they aspire to redefine the boundaries of creativity and waste management, one recycled masterpiece at a time.
Their previous collection is sold out but their new collection is coming out very soon. You can find out about it here.