We bring together style, speed, and sustainability
VIRGIO is a tech-driven fashion brand redefining circular fashion for the modern consumer. Rooted in age-old traditions and powered by cutting-edge technology, VIRGIO champions a new era of fast yet responsible fashion. Blending creativity with consciousness, the brand is on a mission to make sustainability accessible, scalable, and stylish—proving that the future of fashion can be both trend-forward and planet-friendly. In a candid interview with Fibre2Fashion, Founder Amar Nagaram discusses the inspiration behind VIRGIO, how the brand is merging speed with sustainability, the role of data and technology in reshaping fashion supply chains, and why India is poised to lead the next wave of global fashion-tech innovation.
What are your thoughts on the tension between fast fashion’s demand for speed and sustainability’s call for mindfulness? Can the two truly coexist?
Yes, but only if we redefine speed. Speed does not have to mean excess. With the right tools, you can produce fast, but also responsibly. At VIRGIO, our system allows for fast design iteration, but controlled drops and limited inventory. So, we stay fresh without creating waste. It is not about slowing down—it is about smartening up.
What inspired the founding of VIRGIO, and how did the idea take shape?
The idea of VIRGIO was born out of a personal frustration with how disconnected the fashion industry felt from real consumer needs—both in terms of style and values. People were asking for trend-led fashion but also wanted to make better choices for the planet. The two rarely co-existed.
Coming from a background in technology and having led Myntra, I had seen first-hand how tech was revolutionising industries—but fashion continued to rely on outdated models, leading to overproduction and massive waste. That disconnect was the spark.
VIRGIO was created to bridge this gap. We bring together style, speed, and sustainability—using technology as the engine to scale it all. Our approach is system-led: we use data to predict trends, produce in smaller batches, and work with better fabrics to ensure the entire fashion lifecycle is smarter and more sustainable. It is about building a future where fashion does not have to compromise—on trend, on time, or on values.
What does circular fashion mean to VIRGIO, and how do you implement it across the brand?
At VIRGIO, circular fashion is not just a buzzword—it is a mindset that shapes every decision we make. At its core, circular fashion is about creating a regenerative system where clothes are designed to last longer, generate less waste, and keep circulating—whether through re-wear, restyling, or redistribution.
We implement this philosophy by being intentional at every stage. It begins with sourcing responsibly—from low-impact fabrics to working with certified factories. Our packaging is fully compostable, made from cornstarch, and designed to return to the earth without harm.
But circularity is not just about the garment; it is about the system. That is why we use technology to make smarter, demand-led production choices—reducing overstock and enabling smaller, frequent drops that keep pace with trends without overproducing. We also transparently declare the footprint of each garment so consumers can make informed, conscious choices.
How is technology helping you bring sustainability and style together at scale?
At VIRGIO, technology is the bridge between what is stylish and what is sustainable. It allows us to move with the speed of fashion while staying rooted in responsibility.
We use real-time data and consumer analytics to spot trends early and accurately—enabling us to design and produce what people actually want, when they want it. This demand-led approach helps us avoid overproduction and significantly reduce waste.
Our sales analytics guide smart replenishment decisions, so we produce more of what is working instead of guessing demand. And with every piece, we embed transparency—each garment comes with a unique QR-coded Product Passport that gives customers a full breakdown of its environmental footprint and journey. This system does not just make fashion smarter—it makes it scalable, sustainable, and deeply consumer-centric.
How is technology reshaping the traditional fashion supply chain—from design to delivery—and what innovations are currently driving the biggest changes?
Technology is fundamentally transforming how fashion is made, moved, and consumed—and at VIRGIO, we have built our supply chain from the ground up with that in mind.
Traditionally, fashion seasons are planned 6 to 12 months in advance. But with our smart trend-spotting systems and fully integrated supply chain, we have made the process far more agile. We can go from insight to market in a fraction of the time—without compromising on quality or sustainability.
Design is now data-driven. We test concepts digitally, gather real-time consumer feedback, and only scale what is working. Our production is demand-responsive, helping us avoid overstock and reduce waste. And every product journey—from fabric to doorstep—is transparent and traceable, thanks to tech-enabled systems and our Product Passport QR code.
This end-to-end innovation is what allows us to stay trend-forward, reduce impact, and serve a new generation of mindful shoppers.
How important is data in shaping fashion decisions today—from predicting trends to minimising waste—and what are the most effective ways brands are using it?
Data is the new member of our design team. It tells us what is working, what is not, what customers want next—and what is going to sit idle on shelves. We use it across the board: from deciding colour palettes to optimising fabric use. The most effective brands are those that treat data not just as a backend tool, but as a creative partner.
How do you balance trend-driven fashion with the brand’s commitment to longevity and purpose?
At VIRGIO, we believe trends do not have to be disposable. Fashion can be both of-the-moment and made to last. Our approach is to reinterpret global trends through timeless lenses—whether it is classic tailoring paired with seasonal prints, or versatile silhouettes that layer beautifully across seasons.
We want our customers to fall in love with a piece not just because it is ‘in’ right now, but because it still feels relevant, flattering, and fresh a year—or even five years—later.
This balance is achieved through thoughtful design and quality craftsmanship. Every style is built to hold its shape, stand up to wear, and avoid the quick toss-out cycle. By embedding longevity into every stitch, we are proving that fashion-forward can also be future-minded.
In what ways does VIRGIO aim to revive generational habits like upcycling and passing down clothing?
At VIRGIO, we believe some of the most sustainable habits are the ones we have inherited—like upcycling old clothes or passing down garments with pride. These generational practices were not just resourceful; they were rooted in respect for what we wear.
We are bringing that ethos back. We launched an upcycled collection, where we reimagined unsold inventory into entirely new styles—saving them from landfills and giving them a second life. But for us, upcycling is not just a one-off initiative—it is a mindset we are building into our design process.
We focus on creating timeless silhouettes and quality fabrics that last, so garments can move from one wardrobe to another—styled differently, loved repeatedly. By celebrating conscious consumption and thoughtful design, we hope to make these age-old habits feel new again.
How do you source materials to ensure both quality and environmental responsibility?
We work with certified partners who are aligned with our sustainability values—natural fabrics, low-impact, toxic-free dyes, and recycled fabrics form the base of our collections. All our factories are Sedex-audited, and our products are cruelty-free and PETA-certified. Every fabric and trim is chosen not just for feel and fit, but for its long-term impact. VIRGIO has been awarded by animal rights organisation PETA as ‘Company of the Year 2024’ for its ethical practices.
What kind of challenges have you faced in promoting circular fashion in today’s market?
One of the biggest challenges is perception. There is still a widespread belief that sustainable fashion is either too expensive or not stylish enough—and breaking that mindset takes both education and consistent storytelling. We have had to prove that circular fashion can look great, feel premium, and still align with what consumers want to wear today.
Another challenge is scale. Building a circular system that is also agile and trend-responsive is not easy. Traditional fashion operates on bulk and speed, while circularity demands thoughtfulness and restraint. But that is exactly where our tech DNA comes in—it allows us to stay fast and flexible, without compromising our values.
And of course, there is the challenge of pricing. Making sustainability accessible—while still maintaining fair wages, quality materials, and low impact—is a constant balancing act. But we are committed to cracking that code, because we believe better fashion should be available to everyone, not just a few.
Are you exploring collaborations with designers, artisans, or organisations aligned with your mission?
Absolutely. Collaboration is at the heart of how we grow sustainably and authentically. At VIRGIO, we actively seek out partners who share our vision of conscious fashion—whether that is through craft, community, or circularity.
We recently launched a Heritage collection featuring artisans from Jaipur, celebrating age-old techniques through a contemporary lens. We also partnered with a Mumbai-based organisation, Adiv, to create naturally dyed garments using flowers offered at temples and mosques—giving spiritual waste a beautiful second life.
These are just the beginning. Our goal is to continuously expand our Heritage line through such collaborations—blending tradition with trend, and purpose with design. It is our way of preserving the past while designing for the future.
With rising awareness around sustainability, how do you see consumer expectations evolving in the fashion industry, especially in emerging markets like India?
Today’s consumers, especially Gen Z and Millennials, are asking deeper questions: Who made this? What is in it? Why does it cost this much? They want brands to stand for something beyond style. In markets like India, affordability still matters—but so does authenticity. People are ready to switch, if they feel seen, heard, and respected.
What role do you see India playing in the global fashion-tech landscape over the next decade, both as a consumer market and as an innovation hub?
India is at a fascinating inflection point. We are a massive, young consumer base hungry for style, and at the same time, we have deep-rooted traditions of craft and sustainability. Pair that with our technology talent and manufacturing scale—and we are poised to lead the next wave of fashion-tech innovation globally. VIRGIO wants to be at the centre of that shift.
How do you envision VIRGIO’s growth over the next two to three years?
The next phase of VIRGIO is all about scale—with purpose. Over the next two to three years, we are focused on expanding thoughtfully across three key dimensions: category, channel, and geography.
We are growing our product universe beyond womenswear to include menswear, plus-size, and lifestyle categories—each rooted in the same design-meets-sustainability DNA. Offline is another major focus: we have already begun building experiential store formats, and we see retail as a powerful touchpoint to bring the VIRGIO story to life, in real time and space.
On the global front, the UAE is our first international market, and a natural extension of our design sensibility and values. The region’s appetite for trend-forward, conscious fashion aligns perfectly with what we offer—and we are excited to scale our presence there, both online and offline. Our goal is to make VIRGIO not just a fashion brand, but a movement—one that redefines what the future of fashion should look like.
