Founded in 2012, Irina Tosheva is a Macedonian fashion brand that combines creativity with social and environmental responsibility. Its philosophy goes beyond following trends, using fashion as a tool to promote equality, protect the planet and create positive change in society. Inspired by the United Nation’s 2030 Agenda for Sustainable Development, the brand places sustainability at the heart of its work. It uses upcycled materials, certified fabrics and environmentally friendly dyes to reduce its ecological footprint. Its made-to-order production model minimises waste while ensuring that every garment is thoughtfully crafted and unique.
But the Irina Tosheva’s mission goes beyond environmental protection. The brand collaborates with women who face barriers to employment, including women in prison, providing fair wages and opportunities to preserve traditional craftsmanship. By connecting fashion with social inclusion, it shows how creative industries can empower disadvantaged communities and create more inclusive economic opportunities. Fashion also becomes a platform for creative activism. Through partnerships with non-governmental organisations, artists, craftspeople and local industries, Tosheva challenges stereotypes, promotes diversity and supports public discussion of important social issues. By including marginalised groups in fashion presentations and campaigns, the brand uses its visibility to question existing inequalities and inspire new perspectives.
Irina Tosheva also contributes to the development of a more sustainable fashion industry in North Macedonia. Through mentoring projects and educational initiatives, she introduces young designers to circular economy principles, sustainable materials and responsible production. She also works with textile industry representatives to raise awareness of the sector‘s environmental and social challenges and encourage practical solutions. Her work shows that fashion can be more than a business: it can be a force for a fairer, more inclusive and sustainable world.
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