Marcella Echavarria. IOU is a sustainable fashion project that connects weavers in India, European artisans, and the consumer. Each piece of handmade, one-of-a-kind clothing is traceable to the artisan that made it. This short video explains their mission and inspires you to get on board with their vision of sustainable fashion and commerce. Psst... guess which Kahina product an IOU staffer would take on a desert island? In the market for madras? Shoes, shirts, scarves, denim... Start here!