Irigai began as a response to how the sustainability industry communicates, and has developed into a wider ambition.
To change how sustainable fashion is positioned, perceived and engaged with.
Irigai exists to make sustainable fashion land the way it should have all along”
Beth Arthurs, Founder of Irigai
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The industry still tends to communicate in ways that feel moral, conceptual, or removed from how people actually engage with fashion. As a result, brands can look considered, but fail to land in a way that feels immediate or compelling.
Irigai was built to work in that space.
The focus is not on adding more, but on refining how brands are understood. Making them easier to place, easier to recognise, and easier to engage with without losing what makes them valuable.
Most sustainable and circular brands are not lacking substance.
They are lacking clarity in how that substance is expressed.
About Beth
Before starting Irigai, Beth worked in fast fashion buying across leading UK retailers. That experience was invaluable in shaping how she sees and understands the industry now - particularly the gap between what people say they value, and how they actually behave.
Her focus shifted towards how sustainability is communicated - and why so much of it fails to connect.
Across roles in marketing management, content and creative strategy, both in-house and within sustainability-focused agencies, the same pattern kept appearing.
Strong products and ideas were often overcomplicated, or communicated through familiar signals - green palettes, vague language, and messaging that relied more on credentials than relevance.
The issue was rarely a lack of substance. It was how that substance was being translated.
Irigai was born from the will to change that.
Who this works best for
Irigai works closely with founder-led and growing brands.
The work tends to be most effective where there is already something strong in place - a product, a point of view, or a clear intention - but where the communication is not fully carrying that.
It relies on openness and a willingness to step outside of familiar sustainability language, while still holding genuine values.
Irigai is a creative strategy studio working with sustainable, circular and design-led fashion brands.
The focus is on how brands are understood - how they are positioned, expressed and carried through content, communication and growth.