Our Story
From discarded blooms to wearable art
A Research Project That Became a Brand
Over the past few months, my research focused on material, colour, and how they shape contemporary fashion. While exploring natural dyeing as an alternative to synthetic processes, I began noticing the large volume of floral waste generated from weddings, temples, and celebrations in urban India.
Flowers that hold cultural and visual value for a brief moment are often discarded immediately after — even though they still carry strong pigment and surface potential. An estimated 8 million tonnes of waste flowers enter water bodies every year in India.
Under Phool Studio, this project explores how discarded flowers can be reintroduced into the fashion process through bundle dyeing, developed into a small capsule of contemporary garments — testing sourcing, dyeing, design translation, and consumer relevance within a realistic framework.
The Phool Values
Material Honesty
We work with what the dye gives us. Natural colours vary batch to batch — we celebrate that variation rather than suppress it.
Circular Sourcing
Every dye batch begins with flowers that would otherwise be discarded. We turn a waste problem into a material opportunity.
Design-Led
Sustainability alone doesn't sell clothes. We lead with design — silhouette, drape, proportion — and let the story follow.
A Market Ready
for Natural Colour
The global textile dye market is valued at over $11 billion. Natural dyes currently account for only 1% of global dye supply — a significant gap and opportunity.
Consumer research shows awareness of sustainability is increasing, but premium purchasing decisions are still driven by design and silhouette. Phool Studio is built for exactly this intersection.
Global textile dye market
Annual floral waste in India
Current natural dye supply
Brand pilot year
Janvi Sharma
Fashion designer and researcher based in India. Phool Studio emerged from Janvi's investigation into how material waste and natural processes can inform contemporary fashion design — moving beyond craft into a premium, consumer-relevant brand.
Follow on InstagramThe Phool Process
01
Collect
Weddings, temples & celebrations
We source discarded marigolds, roses, jasmine and hibiscus from urban markets across India — before they reach water bodies.
02
Dye
Bundle dyeing on natural fabrics
Each flower batch is simmered into a dye bath and applied to organic cotton or silk through bundle dyeing, printing and botanical resist.
03
Design
Contemporary silhouettes
The textile process informs the garment. Silhouette, drape and detail emerge from the material — never the other way around.
04
Wear
Small-batch. Never identical.
Each piece carries the impression of the flowers that made it. Yours is the only one like it in the world.
Collaborate or
Stock Phool?
Wholesale enquiries, press and creative collaborations welcome. We respond within 48 hours.
hello@phoolstudio.in