Mumbai: Raymond Lifestyle has announced the 10th edition of its annual Garment Exchange Program (GEP), reinforcing its commitment to circular fashion by encouraging consumers to exchange pre-loved garments for free custom tailoring while supporting grassroots development across India through its partnership with NGO Goonj.
The nationwide initiative will run from July 2 to July 23, 2026, across more than 1,000 Raymond Shops and select multi-brand outlets. Consumers can donate pre-loved garments across categories and receive free stitching vouchers on freshly purchased Raymond fabrics at participating stores.
Marking a decade of the initiative, Raymond has unveiled a new digital campaign, “FIT FOR YOU. FEELS LIKE YOU.”, conceptualised by BBDO India, part of Omnicom Advertising India.
The campaign highlights the limitations of one-size-fits-all fashion and champions the value of customised tailoring. Through the new narrative, Raymond aims to encourage consumers to embrace personalised clothing while contributing to a larger social and environmental cause by donating garments they no longer use.
Commenting on the launch, Satyaki Ghosh, Director and CEO of Raymond Lifestyle Limited, said, “Reaching the 10th-year milestone of ‘Look Good Feel Good’ is a proud moment that reflects the strong brand ethos. At Raymond, our relationship with our consumers has always been interwoven with threads of trust and timeless elegance and the intent to give back through circularity in fashion. As we continue our journey with Goonj, we stay committed to elevating the dignity of labour in our own ecosystem. As customisation and premiumisation continue to define the Indian luxury landscape, this initiative also serves as a bridge, allowing our customers to experience the unparalleled precision of Raymond tailoring.”
The garments collected through the campaign will be channelled to Goonj’s Circularity Centres, where they will be processed and converted into material kits. These kits are then used to support rural development initiatives, disaster relief efforts and livelihood generation programmes, with clothing serving as a resource rather than charity.
Speaking about the partnership, Anshu Gupta, Founder, Goonj, said, “The long-standing partnership between Goonj and Raymond has evolved into a meaningful coming together of people, purpose and possibilities. Year after year, this campaign has shown that when citizens are offered a meaningful platform to contribute, they respond with ownership and commitment. Twenty-seven years ago, we recognised that despite being one of humanity’s three basic needs, cloth remained one of the most neglected. Since then, Goonj has worked to change the lens, language and narrative around not only clothing but about material poverty, from an ignored necessity to a powerful resource for development and climate action. Millions of kilograms of discarded cloth and other underutilised material continue to burden the landfill and such relationships stop the same at a scale. We look forward to deepening our partnership with Raymond and continuing to demonstrate how collective action can transform an overlooked resource into opportunities for dignity and sustainable development.”
The accompanying digital film underscores Raymond’s belief that well-tailored clothing is an expression of individuality, contrasting it with the standardised sizing prevalent in fast fashion.
Sharing the creative thought behind the campaign, Josy Paul, Chairperson and CCO, BBDO India, said, “This campaign celebrates individuality and craftsmanship, reminding us that the best fit is the one that’s uniquely yours. Every garment is crafted to honour the person wearing it – because true style is personal. The catchy song in this beautifully styled film invites people to exchange pre-loved garments at The Raymond Shop for free custom tailoring for a fit that truly ‘feels like you”.”
Over the past decade, Raymond’s Garment Exchange Program has combined consumer engagement with sustainability by promoting responsible fashion consumption while supporting community development. Through its continued collaboration with Goonj, the initiative aims to reduce textile waste, encourage circularity, and create meaningful social impact alongside offering consumers a personalised tailoring experience.
