Who Wove That Fabric? There's an App for That

More

The IOU Project uses social technology to help consumers learn about the Indian artisans who make what IOU sells

IOUEDIT.jpg
"Transparency." "Accountability." "Sustainability." "Authenticity." In recent years, these moral ideas have been reduced to fluff-phrases empty of meaning, sprinkled atop just about every Fortune 500 corporate mission statement like some sort of odor-masking miracle candy on a sundae of bollocks. But what if they were to be taken in untainted hands, looked at with new eyes, resurrected with new spirit?

That's what IOU Project is out to do. They produce handmade apparel from fabrics hand-woven in India. Because each textile is unique, you can trace the production process of your particular garment right back to the exact weaver who hand-wove the fabric using the IOU mobile app. The project is part storytelling experiment, part ecommerce venture, part social meeting place for a community that shares these values of authenticity and purpose, bridging centuries-old artisanal traditions with the promise of modern social technology.



"In the rush to automate the world, artisans are being replaced with machines."







Besides having what's easily the most thoughtful visual identity I've seen in a while, IOU also features a number of beautifully filmed, warmly candid videos that capture the people and process behind the project.

IOU Project is still in stealth mode, but you can sign up for a heads-up about the official launch on the site, or follow them on Facebook and Twitter for updates.


This post also appears on Brain Pickings.
Image: YouTube

Jump to comments
Presented by

Maria Popova is the editor of Brain Pickings. She writes for Wired UK and GOOD, and is an MIT Futures of Entertainment Fellow.

Get Today's Top Stories in Your Inbox (preview)

CrossFit Versus Yoga: Choose a Side

How a workout becomes a social identity


Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register. blog comments powered by Disqus

Video

CrossFit Versus Yoga: Choose a Side

How a workout becomes a social identity

Video

Is Technology Making Us Better Storytellers?

The minds behind House of Cards and The Moth weigh in.

Video

A Short Film That Skewers Hollywood

A studio executive concocts an animated blockbuster. Who cares about the story?

Video

In Online Dating, Everyone's a Little Bit Racist

The co-founder of OKCupid shares findings from his analysis of millions of users' data.

Video

What Is a Sandwich?

We're overthinking sandwiches, so you don't have to.

Video

Let's Talk About Not Smoking

Why does smoking maintain its allure? James Hamblin seeks the wisdom of a cool person.

Writers

Up
Down

More in Technology

Just In