Mission
To design and deliver simple mental wellness tools through thoughtfully crafted products made from recycled denim, that promote everyday emotional well-being and sustainability.
About DeNew
Denim that does more.
DeNew blends sustainability with simple mental wellness tools, turning upcycled denim into products that support confidence, community, and conscious living.
Vision
To build a future where everyday products support emotional well-being as much as they support the planet.
Team
Anya Arora - CEO
Avantika Palakeezhil - COO
Suhanee Achra - CFO
Danicca Bajaj - CMO
The Problem
• 92 million tonnes of textile waste are generated globally each year.
• 85% of textiles end up in landfills or incinerators.
• 79 - 93 billion m³ of water used by the fashion industry every year.
• 16.7 million new anxiety disorder cases were recorded globally in one year among 10 - 24 year olds.
• 1 in 5 youth worldwide experience clinically significant anxiety symptoms.
• 40% college students cite anxiety as their biggest concern.
Our Solution: DeNew
To build a future where everyday products support emotional well-being and the planet, DeNew redefines sustainable fashion through upcycled denim. By transforming discarded denim into purpose-driven products, we reduce environmental impact while promoting confidence, self-expression, and conscious living.
USP
Communities: Our community goes beyond denim — each QR code connects you to local, like-minded WhatsApp groups, turning conversations into friendships and style into belonging.
Calming stickers: Our scientifically proven Calming Stickers work by gently stimulating nerves in the skin, sending calming signals to the brain that help reduce stress and anxiety.
Affirmation QR codes: Each QR code leads to our website’s Confidence Corner, where a new daily affirmation inspires positivity.
Mini whiteboards: The Whiteboard turns denim into a canvas for creativity and expression, encouraging handwritten notes. It brings back the tactile joy of writing in a digital world.
DeNew in Action
A glimpse at our pop-up stalls
Diwali Mela Pop-Up Stall
Pop-Up Stall at Parent Teacher Interaction
Pop-Up Stall at Parent Teacher Interaction Term 2
Pop-Up Stall at Corporate Office
