Goa is home to festivals and events that bring together tourists from all over the world. From the weekly Goa Collective Bazaar during the season, and the yearly International Film Festival of India (IFFI) to the local Goa Carnival and international Ironman race, there’s always something happening in this tropical paradise.
However, events and festivals often result in the production of non-recyclable banners and flexes. Have you ever wondered what happens to these flexes after the party is over?
GIVING NEW LIFE TO FLEXES
Flexes have had a single-purpose existence for a long time. Once the event concludes, they end up in landfills, failing to decompose and contributing to the emission of greenhouse gases.
In 2021, Aparajeeta and Acquin moved to Goa, noticed this issue, and came up with a million-dollar idea. Their concept extended beyond just establishing a business; it revolved around attributing value to the painstaking hours spent in creating those artworks. Their initiative was centred on protecting the environment, one flex at a time.
Drawing from their backgrounds in fashion and advertising, Aparajeeta and Acquin founded ‘Reflexed’, a brand that transforms these formerly single-use materials into vibrant and functional accessories. The name ‘Reflexed’ itself captures their reaction to their newfound environment.
Reflexed initiated collaborations with festivals and venues to collect flexes. The founders even personally collected party flexes from various locations. Once gathered, the used flexes are transported to their rooftop ‘warehouse,’ where they undergo a meticulous cleaning and sanitisation process.
In addition to preparing the flexes for repurposing, the duo evaluates the artwork and devises strategies to convert them into various products. The focal points of the flexes, often adorned with captivating artwork, are repurposed into totes, while the remaining sections, featuring vibrant colours and artist names, are fashioned into belt bags, pouches, straps and keychains.
In addition to providing a second life to flexes and the artists' creations, the Reflexed team is also mindful of their packaging and shipping practices. They exclusively use paper mailers for packaging and resort to shipping only when necessary.
During other instances, they seek out friends and family who are travelling along the same route and ask them to carry the packages, thus offsetting their carbon footprint.
The duo behind Reflexed are fervent proponents of sustainability in their daily lives. They have significantly reduced their plastic consumption by incorporating eco-friendly products from ‘Ecobaato’ into their routines.
When it comes to food packaging, they strive to minimise their plastic usage, acknowledging the difficulties while also motivating others to make conscientious choices towards sustainability.
Aparajeeta says, “Convincing people about sustainability can vary in difficulty. While some individuals are already environmentally conscious, others might require more information or a change in perspective."
She adds "promoting sustainability in India requires a multi-faceted approach that would involve various stakeholders, including government bodies, industry players & consumers. Encouraging designers to integrate circular design principles into their product development process can significantly contribute to promoting circularity and sustainability.”
“Educational campaigns targeting consumers, industry professionals, and policymakers can help in promoting sustainable practices, such as recycling, upcycling, and responsible consumption. The government can play a significant role by implementing supportive policies and regulations." she says.
She adds "Collaboration between industry stakeholders, including manufacturers, designers, brands and waste management organisations, is essential. Implementing Extended Producer Responsibility (EPR) policies can hold manufacturers and brands accountable for the entire lifecycle of their products with product take-back schemes, recycling infrastructure investment, and responsible disposal of waste. Promoting concepts like conscious purchasing, repair, and reuse can help in reducing waste and encouraging a circular economy mindset,” she adds.