SOURCING INSPIRATION FROM PUNJABI ROOTS & SUSTAINABLE LUXURY, THIS IS RUPY MERWAR
By: Madison Vessie
Rupy Merwar's brand is more than just a label — it is a seamless blend of her Punjabi roots and diverse experiences, creating a distinctive style that's authentically hers. Amid the bustling fashion landscape of Toronto, her aesthetic stands out with its harmonious balance of timeless tradition and contemporary flair. Raised in Toronto by immigrant parents from Punjab, Rupy's path to fashion design was nurtured by the cultural richness of her upbringing. From the garment industry influences of her family in the 70s to her experiences as a kindergarten teacher, every chapter of her life weaves seamlessly into the diverse essence of her signature brand, Rupy Merwar.
Credit: @panolegus from Startup Fashion Week
As Rupy reflects on her design philosophy, it becomes clear that sustainability is not just a buzzword but a guiding principle embedded in her creations. Her conscious selection of materials is a deliberate departure from traditional luxury fashion standards, redefining its narrative with purpose and intention.
Materials like silk play a prominent role in Rupy's collections, highlighting her commitment to sustainable fashion:
"I use high-quality fabrics like silk and simple designs that lend well to not being thrown into a landfill for years as synthetic fabrics would be," she shares.
Beyond its luxurious feel, silk is a biodegradable material, boasting a low environmental impact compared to the synthetic fabrics of fast fashion. By challenging the throwaway culture of fast fashion, Rupy prompts customers to think about the enduring value and relevance of their fashion choices, fostering a more mindful attitude towards clothing.
Rupy isn't afraid to tackle the misconception that sustainability and fashion are at odds. “I know that my collections will not always seem sustainable, but I want my customers to know what I think are sustainable points when I create collections.” Her intention is to urge consumers to reflect on the longevity and relevance of their fashion choices, encouraging a more mindful relationship with clothing.
Despite initial reservations about pursuing a professional path in fashion, Rupy took a bold leap later in life, launching a fashion label focused on special occasion and event wear under her own name. This venture not only proves her passion for design but also showcases the determination and courage it took to turn a childhood dream into a reality.
Credit: @picnchu89 from Startup Fashion Week
For Rupy, the need to blur the lines between when and where fashion can be worn is as crucial as educating consumers about the fashion process. Her designs are crafted with premium fabrics that serve both aesthetic and functional purposes. Her Umbi collection embodies this versatility, with reversible pieces and removable linings allowing for multiple looks from a single garment, injecting fun and flexibility into sustainable fashion.
Drawing inspiration from the vibrant diversity of Toronto, particularly its South Asian influences, Rupy's designs embody a dynamic fusion of her roots and the city's one-of-a-kind energy. Her commitment to locally-made fashion has grown from 60% of her first collection to an impressive 100% Canadian production in her second release. This shift is more than a nod to supporting local makers— it's a strategic move to minimize environmental impact through reduced transportation and shipping. This choice also promotes ethical labor practices and supports the local community, resulting in a triple-threat of sustainability, ethics, and community spirit!
Credit: @asianwithcamera from Startup Fashion Week
At the core of Rupy Merwar's sustainable approach lies the mantra of “versatility, longevity, and quality.” Crafted in small batches, her collections offer versatile pieces that effortlessly flow across different cultures and occasions. This intentional approach promotes longer-lasting fashion, emphasizing the importance of mindful shopping to decrease both consumption and waste—a refreshing departure from the fast-paced, disposable nature of the industry.
Diving into her design process, Rupy places emphasis on the use of vintage and deadstock fabrics, with minimal reliance on synthetics. She acknowledges the daunting challenge of creating a fully sustainable fashion line, but firmly believes that every effort and incremental step toward that goal matters.
In Rupy's world, sustainability is not a finish line but a continuous journey. Her brand sets an example, showcasing the significance of moving towards more responsible fashion practices. As she crafts each piece under her name, Rupy Merwar is not just creating fashion; she’s shaping a sustainable narrative that highlights the importance of conscious fashion choices. The future of sustainable luxury fashion is in good hands with innovative designers like Rupy, who are leading the charge towards a more responsible and mindful fashion industry.
You can explore Rupy Merwar's sustainable collections and indulge in the elegance of conscious fashion on her website: https://rupymerwar.com
Cover image by @picnchu89