Culture

Sustainable Brands in India That Are Saying No To Fast Fashion

Bingedaily spoke to upcoming sustainable fashion brands in India that aim to make a change one stitch at a time.

Catwalk trends, high fashion designs and mass-production manage to catch the eye of the everyday consumer. While fast fashion does keep the wheels of the economy chugging, it does so at a cost. The industry causes a massive impact on Earth resources, emits gases that have the ability to damage and destroy the planet and has far-reaching consequences. Bingedaily spoke to upcoming sustainable fashion brands in India that aim to make a change one stitch at a time.

Label Monk - a sustainable fashion brand in India

As progressive as our metropolitan cities may be, and as dedicated to the chronicling of urban culture as we are, no one can deny that the heart and soul of India live in her villages. While bigger cities remain as malcontent as ever, continually moving towards a westernized existence, the rush to nowhere rarely touches these rural pockets and it’s this that makes them utterly unique.

When did it begin?

“It all began back in 2018 while travelling in Jaipur, we asked ourselves there has to be a better way and someone needs to do something before there are no such villages left that can be explored by the generations to come. That’s how LABEL MONK was born, a small effort from our end to save artisans their craft, their heritage and in all their soul.”

The aim of the brand

“Our only mantra is to have a sustainable brand working with traditional artists, skilled hand spinners, handlooms weavers across India, making products which are 100% sustainable ensuring employment opportunity, fairly made and 100% use of natural regenerated fabrics like organic cotton, Khadi, Bamboo fabric and providing sustainable products in a domain where unsustainability has been the norm.”

The inspiration behind it

“The heart-wrenching stories of artisans who had to give up their heritage because of the Fast Fashion Movement was our inspiration. Many art forms are dying because of this, with artisans not passing the heritage to their children since they cannot earn their bread anymore. We strive to support them by sourcing the raw materials directly from these artisans, providing them with more work and giving them a reason to not give up just yet.”

Why are the products classified as sustainable?

“We only use organic cotton which not only saves water but is also safe as it’s never grown with any pesticides, herbicides or insecticides. The azo-free dyes and natural dyes we use, complement the sensitive skin, and their higher absorption rate also reduces the use of chemicals. Our products are hand made with love in limited quantities to ensure the highest production standard and eliminate excess waste. For every Label Monk product you buy, we plant a tree. This in collaboration with our partners, Grow Trees, who believe in the “Greet with Trees – Offset with Trees” philosophy like us.”

The Sustainable Curator - a fashion brand in India providing guilt-free packaging

When did it begin?

“I have been very mindful about the quality of my garments and whether I could style them in multiple ways since a young age. Hence when I considered starting this business it all came naturally. Having two older sisters meant sharing wardrobes as far back as I can remember and it’s safe to say an item that once had significance in someone else’s life has time and again found purpose in mine, because of them.”

“I’ve also noticed bigger brands taking interest in the thrift aspect and that’s a sign there is a market for this category to grow 10 folds and beyond in the near future into a more organised sector like we see in countries like the USA which offer options like Goodwill stores and platforms like Depop and Poshmark. This makes me feel like this sustainable fashion venture in India like others is the way forward for fashion.”

The aim of the brand

“The brand philosophy for The Sustainable Curator has been to curate unique and size-inclusive collections of vintage and quality thrifted articles that can be used in multiple ways and are still relevant today. The bran also aims at providing guilt-free packaging that is reusable and plastic-free to encourage people to make more conscious and sustainable choices.”

The inspiration behind it

“I see a major shift in perspective when it comes to second-hand clothing and making sustainable choices. Thanks to social media people are having second thoughts when it comes to shopping from fast fashion brands that are constantly under scrutiny for their unethical practices and are looking for alternatives that offer a more circular fashion approach.”

“Buying secondhand gives everyone the opportunity to begin their journey towards building a sustainable life, even if they don’t have the means to buy new consciously made options. While there are some amazing brands that care about the environment and their workers, for those who are taking baby steps it can be hard to navigate conscious fashion standards and expensive to shop new.”

Why are the products classified as sustainable?

“I do multiple checks at the time of sourcing to ensure there are no defects in any garments and only offer quality to my customers even though sometimes defects are a part and parcel of vintage clothing. Being transparent about these details helps reduce returns on items, waste of resources and time of everyone involved.”

“Once home I sanitise each piece in natural sunlight and a disinfectant spray, since I do end up trying on few outfits at the request of certain customers. I hand wash all garments only once I know the piece has found a new home to avoid wastage of water. I don’t use any plastic in my packaging, the majority of it is paper and reusable including elements that can be saved as memorabilia of making a better lifestyle choice.”

SOS - a sustainable fashion brand in India working to preserve the planet

Something Sustainable (SOS) - a fashion brand in India was born out of a sheer desire to create positive products, to create something that preserves the planet and inspires people to be kind to nature.

Founder Prernaa Lohiya

When did it begin?

Residuals from textile manufacturing and dyeing processes are a toxic reality of our industry. They end up in landfills - lost and squandered, causing environmental damage.

“We reclaim the residual…With love.”

The aim of the brand

“Our design ethos is to create thoughtful perennial pieces for a modern-day conscious consumer. The brand gives a new lease of life to residuals, keeps the usage of natural resources to the minimum as they repurpose food, flower, plant and textile wastes for their sustainable collection.”

The inspiration behind it

“I have always worked in fashion, mainly luxury until my last stint which was with a fast-fashion brand. It allowed me to see the waste of the fashion industry firsthand. Textile is the third-largest source of waste after plastic and paper. Just the fact that I was a part of this problem didn’t sit very well with my conscious.”

“Thus, I set out in search of solutions and answers. Working with things that already exist and circular fashion was the most obvious solution. Apart from bringing changes in my own personal journey, I decided to do something different and start ‘Something Sustainable’. I like to believe we are making a difference and are a solution company. We have so much more to do for a better future.”

Why are the products classified as sustainable?

“We reclaim the residual and are committed to creating ethical clothing. We design the process, work with waste and create positive products that will either stay in your closet for a long time or go back to nature. We rescue and save overstock from reaching the landfills. So far we’ve rescued 150kgs of fabric.”

“We primarily work with certified organic cotton and our natural dyes are made with food + flower waste and are free of nasty elements. We work with small craft-communities to create our naturally dyed collection and reclaim overstock from fair-trade factories to make our 100% certified organic clothing. We try and adopt the zero-waste design, where we utilize our scrap fabrics to create small goods like bags, masks, scrunchies etc.”

Reenarosedass.com - a sustainable fashion brand in India that aims to better the world

Reenarosedass.com was born because of a toxic experience of an overworked, overhyped, unethical and underpaid fashion industry job culture. The brand is on a journey of self-discovery with the courage to stick by values in a capitalist culture and following dreams to make the world a better place through zero waste and ethical fashion.

When did it begin?

“It all began with my experience as an assistant designer back in 2018. Back then, working 15 hours a day didn’t feel toxic at all. I internalized the grind culture, and eventually carried on to my next job as an assistant stylist. For someone who likes fashion, I’ve always hated shopping. My style has always been old fashioned.”

“One night, I was at a textile dyer’s home. It was 1 am, and this was in a place that was 2 hours away from my own residence. I was getting a dress dyed for a celebrity, and I was mad at my boss for making me work so late without paying overtime. I vented my frustration to the dyer, who was also working equally hard to get the job done. That was the moment I realized that this job was turning me into something I’m not.”

The aim of the brand

“I aimed to create a brand that allows one to think freely and express freely. I was drawn to travel, so I approached a backpacker hostel that I worked with back in college. I spent 6 months interacting with travellers from all over the world. This is where I learnt what sustainable living, and sustainable life actually meant. I was inspired, and I knew exactly how I wanted to go forth with my brand.”

The inspiration behind it

“I think people are relearning what is best for themselves and the planet. Although it may seem like many still don’t care about sustainability or the impact on the environment, even a small group of people is good, to begin with. You don’t have to go vegan and expect yourself to change overnight.”

“Change needs to happen, but slowly. So even if it means carrying reusable bags for grocery shopping, wearing a reusable mask, donating clothes instead of discarding, carrying your own water bottle instead of buying or avoiding plastic. They all count and yes, people are becoming sensitive towards the cause. The Earth is our home and I have observed a lot of people change their ways to care for it.”

Why are the products classified as sustainable?

“We believe in making our clothes last longer in your wardrobe. All our garments can be tightened or loosened to up to 2 1/2 inches to fit your mood. This means less buying. All excess fabrics after production are further used to make more products like our Patchwork skirt and shirt, face masks and accessories. The extremely small pieces are used to make pillows and toys.”

“Our current collection, Gaia, features garments made out of recycled cotton which is excess cotton fabric recycled. We pay fair wages to our suppliers, tailors, helpers and others involved in making the brand. We avoid producing garments in bulk to avoid deadstock products and ending up in landfills later. This also involves designing garments that are meant to fit all sizes.”

Are you making a sustainable fashion choice? It is time we do.

Culture

Sustainable Brands in India That Are Saying No To Fast Fashion

Bingedaily spoke to upcoming sustainable fashion brands in India that aim to make a change one stitch at a time.

Catwalk trends, high fashion designs and mass-production manage to catch the eye of the everyday consumer. While fast fashion does keep the wheels of the economy chugging, it does so at a cost. The industry causes a massive impact on Earth resources, emits gases that have the ability to damage and destroy the planet and has far-reaching consequences. Bingedaily spoke to upcoming sustainable fashion brands in India that aim to make a change one stitch at a time.

Label Monk - a sustainable fashion brand in India

As progressive as our metropolitan cities may be, and as dedicated to the chronicling of urban culture as we are, no one can deny that the heart and soul of India live in her villages. While bigger cities remain as malcontent as ever, continually moving towards a westernized existence, the rush to nowhere rarely touches these rural pockets and it’s this that makes them utterly unique.

When did it begin?

“It all began back in 2018 while travelling in Jaipur, we asked ourselves there has to be a better way and someone needs to do something before there are no such villages left that can be explored by the generations to come. That’s how LABEL MONK was born, a small effort from our end to save artisans their craft, their heritage and in all their soul.”

The aim of the brand

“Our only mantra is to have a sustainable brand working with traditional artists, skilled hand spinners, handlooms weavers across India, making products which are 100% sustainable ensuring employment opportunity, fairly made and 100% use of natural regenerated fabrics like organic cotton, Khadi, Bamboo fabric and providing sustainable products in a domain where unsustainability has been the norm.”

The inspiration behind it

“The heart-wrenching stories of artisans who had to give up their heritage because of the Fast Fashion Movement was our inspiration. Many art forms are dying because of this, with artisans not passing the heritage to their children since they cannot earn their bread anymore. We strive to support them by sourcing the raw materials directly from these artisans, providing them with more work and giving them a reason to not give up just yet.”

Why are the products classified as sustainable?

“We only use organic cotton which not only saves water but is also safe as it’s never grown with any pesticides, herbicides or insecticides. The azo-free dyes and natural dyes we use, complement the sensitive skin, and their higher absorption rate also reduces the use of chemicals. Our products are hand made with love in limited quantities to ensure the highest production standard and eliminate excess waste. For every Label Monk product you buy, we plant a tree. This in collaboration with our partners, Grow Trees, who believe in the “Greet with Trees – Offset with Trees” philosophy like us.”

The Sustainable Curator - a fashion brand in India providing guilt-free packaging

When did it begin?

“I have been very mindful about the quality of my garments and whether I could style them in multiple ways since a young age. Hence when I considered starting this business it all came naturally. Having two older sisters meant sharing wardrobes as far back as I can remember and it’s safe to say an item that once had significance in someone else’s life has time and again found purpose in mine, because of them.”

“I’ve also noticed bigger brands taking interest in the thrift aspect and that’s a sign there is a market for this category to grow 10 folds and beyond in the near future into a more organised sector like we see in countries like the USA which offer options like Goodwill stores and platforms like Depop and Poshmark. This makes me feel like this sustainable fashion venture in India like others is the way forward for fashion.”

The aim of the brand

“The brand philosophy for The Sustainable Curator has been to curate unique and size-inclusive collections of vintage and quality thrifted articles that can be used in multiple ways and are still relevant today. The bran also aims at providing guilt-free packaging that is reusable and plastic-free to encourage people to make more conscious and sustainable choices.”

The inspiration behind it

“I see a major shift in perspective when it comes to second-hand clothing and making sustainable choices. Thanks to social media people are having second thoughts when it comes to shopping from fast fashion brands that are constantly under scrutiny for their unethical practices and are looking for alternatives that offer a more circular fashion approach.”

“Buying secondhand gives everyone the opportunity to begin their journey towards building a sustainable life, even if they don’t have the means to buy new consciously made options. While there are some amazing brands that care about the environment and their workers, for those who are taking baby steps it can be hard to navigate conscious fashion standards and expensive to shop new.”

Why are the products classified as sustainable?

“I do multiple checks at the time of sourcing to ensure there are no defects in any garments and only offer quality to my customers even though sometimes defects are a part and parcel of vintage clothing. Being transparent about these details helps reduce returns on items, waste of resources and time of everyone involved.”

“Once home I sanitise each piece in natural sunlight and a disinfectant spray, since I do end up trying on few outfits at the request of certain customers. I hand wash all garments only once I know the piece has found a new home to avoid wastage of water. I don’t use any plastic in my packaging, the majority of it is paper and reusable including elements that can be saved as memorabilia of making a better lifestyle choice.”

SOS - a sustainable fashion brand in India working to preserve the planet

Something Sustainable (SOS) - a fashion brand in India was born out of a sheer desire to create positive products, to create something that preserves the planet and inspires people to be kind to nature.

Founder Prernaa Lohiya

When did it begin?

Residuals from textile manufacturing and dyeing processes are a toxic reality of our industry. They end up in landfills - lost and squandered, causing environmental damage.

“We reclaim the residual…With love.”

The aim of the brand

“Our design ethos is to create thoughtful perennial pieces for a modern-day conscious consumer. The brand gives a new lease of life to residuals, keeps the usage of natural resources to the minimum as they repurpose food, flower, plant and textile wastes for their sustainable collection.”

The inspiration behind it

“I have always worked in fashion, mainly luxury until my last stint which was with a fast-fashion brand. It allowed me to see the waste of the fashion industry firsthand. Textile is the third-largest source of waste after plastic and paper. Just the fact that I was a part of this problem didn’t sit very well with my conscious.”

“Thus, I set out in search of solutions and answers. Working with things that already exist and circular fashion was the most obvious solution. Apart from bringing changes in my own personal journey, I decided to do something different and start ‘Something Sustainable’. I like to believe we are making a difference and are a solution company. We have so much more to do for a better future.”

Why are the products classified as sustainable?

“We reclaim the residual and are committed to creating ethical clothing. We design the process, work with waste and create positive products that will either stay in your closet for a long time or go back to nature. We rescue and save overstock from reaching the landfills. So far we’ve rescued 150kgs of fabric.”

“We primarily work with certified organic cotton and our natural dyes are made with food + flower waste and are free of nasty elements. We work with small craft-communities to create our naturally dyed collection and reclaim overstock from fair-trade factories to make our 100% certified organic clothing. We try and adopt the zero-waste design, where we utilize our scrap fabrics to create small goods like bags, masks, scrunchies etc.”

Reenarosedass.com - a sustainable fashion brand in India that aims to better the world

Reenarosedass.com was born because of a toxic experience of an overworked, overhyped, unethical and underpaid fashion industry job culture. The brand is on a journey of self-discovery with the courage to stick by values in a capitalist culture and following dreams to make the world a better place through zero waste and ethical fashion.

When did it begin?

“It all began with my experience as an assistant designer back in 2018. Back then, working 15 hours a day didn’t feel toxic at all. I internalized the grind culture, and eventually carried on to my next job as an assistant stylist. For someone who likes fashion, I’ve always hated shopping. My style has always been old fashioned.”

“One night, I was at a textile dyer’s home. It was 1 am, and this was in a place that was 2 hours away from my own residence. I was getting a dress dyed for a celebrity, and I was mad at my boss for making me work so late without paying overtime. I vented my frustration to the dyer, who was also working equally hard to get the job done. That was the moment I realized that this job was turning me into something I’m not.”

The aim of the brand

“I aimed to create a brand that allows one to think freely and express freely. I was drawn to travel, so I approached a backpacker hostel that I worked with back in college. I spent 6 months interacting with travellers from all over the world. This is where I learnt what sustainable living, and sustainable life actually meant. I was inspired, and I knew exactly how I wanted to go forth with my brand.”

The inspiration behind it

“I think people are relearning what is best for themselves and the planet. Although it may seem like many still don’t care about sustainability or the impact on the environment, even a small group of people is good, to begin with. You don’t have to go vegan and expect yourself to change overnight.”

“Change needs to happen, but slowly. So even if it means carrying reusable bags for grocery shopping, wearing a reusable mask, donating clothes instead of discarding, carrying your own water bottle instead of buying or avoiding plastic. They all count and yes, people are becoming sensitive towards the cause. The Earth is our home and I have observed a lot of people change their ways to care for it.”

Why are the products classified as sustainable?

“We believe in making our clothes last longer in your wardrobe. All our garments can be tightened or loosened to up to 2 1/2 inches to fit your mood. This means less buying. All excess fabrics after production are further used to make more products like our Patchwork skirt and shirt, face masks and accessories. The extremely small pieces are used to make pillows and toys.”

“Our current collection, Gaia, features garments made out of recycled cotton which is excess cotton fabric recycled. We pay fair wages to our suppliers, tailors, helpers and others involved in making the brand. We avoid producing garments in bulk to avoid deadstock products and ending up in landfills later. This also involves designing garments that are meant to fit all sizes.”

Are you making a sustainable fashion choice? It is time we do.

Culture

Sustainable Brands in India That Are Saying No To Fast Fashion

Bingedaily spoke to upcoming sustainable fashion brands in India that aim to make a change one stitch at a time.

Catwalk trends, high fashion designs and mass-production manage to catch the eye of the everyday consumer. While fast fashion does keep the wheels of the economy chugging, it does so at a cost. The industry causes a massive impact on Earth resources, emits gases that have the ability to damage and destroy the planet and has far-reaching consequences. Bingedaily spoke to upcoming sustainable fashion brands in India that aim to make a change one stitch at a time.

Label Monk - a sustainable fashion brand in India

As progressive as our metropolitan cities may be, and as dedicated to the chronicling of urban culture as we are, no one can deny that the heart and soul of India live in her villages. While bigger cities remain as malcontent as ever, continually moving towards a westernized existence, the rush to nowhere rarely touches these rural pockets and it’s this that makes them utterly unique.

When did it begin?

“It all began back in 2018 while travelling in Jaipur, we asked ourselves there has to be a better way and someone needs to do something before there are no such villages left that can be explored by the generations to come. That’s how LABEL MONK was born, a small effort from our end to save artisans their craft, their heritage and in all their soul.”

The aim of the brand

“Our only mantra is to have a sustainable brand working with traditional artists, skilled hand spinners, handlooms weavers across India, making products which are 100% sustainable ensuring employment opportunity, fairly made and 100% use of natural regenerated fabrics like organic cotton, Khadi, Bamboo fabric and providing sustainable products in a domain where unsustainability has been the norm.”

The inspiration behind it

“The heart-wrenching stories of artisans who had to give up their heritage because of the Fast Fashion Movement was our inspiration. Many art forms are dying because of this, with artisans not passing the heritage to their children since they cannot earn their bread anymore. We strive to support them by sourcing the raw materials directly from these artisans, providing them with more work and giving them a reason to not give up just yet.”

Why are the products classified as sustainable?

“We only use organic cotton which not only saves water but is also safe as it’s never grown with any pesticides, herbicides or insecticides. The azo-free dyes and natural dyes we use, complement the sensitive skin, and their higher absorption rate also reduces the use of chemicals. Our products are hand made with love in limited quantities to ensure the highest production standard and eliminate excess waste. For every Label Monk product you buy, we plant a tree. This in collaboration with our partners, Grow Trees, who believe in the “Greet with Trees – Offset with Trees” philosophy like us.”

The Sustainable Curator - a fashion brand in India providing guilt-free packaging

When did it begin?

“I have been very mindful about the quality of my garments and whether I could style them in multiple ways since a young age. Hence when I considered starting this business it all came naturally. Having two older sisters meant sharing wardrobes as far back as I can remember and it’s safe to say an item that once had significance in someone else’s life has time and again found purpose in mine, because of them.”

“I’ve also noticed bigger brands taking interest in the thrift aspect and that’s a sign there is a market for this category to grow 10 folds and beyond in the near future into a more organised sector like we see in countries like the USA which offer options like Goodwill stores and platforms like Depop and Poshmark. This makes me feel like this sustainable fashion venture in India like others is the way forward for fashion.”

The aim of the brand

“The brand philosophy for The Sustainable Curator has been to curate unique and size-inclusive collections of vintage and quality thrifted articles that can be used in multiple ways and are still relevant today. The bran also aims at providing guilt-free packaging that is reusable and plastic-free to encourage people to make more conscious and sustainable choices.”

The inspiration behind it

“I see a major shift in perspective when it comes to second-hand clothing and making sustainable choices. Thanks to social media people are having second thoughts when it comes to shopping from fast fashion brands that are constantly under scrutiny for their unethical practices and are looking for alternatives that offer a more circular fashion approach.”

“Buying secondhand gives everyone the opportunity to begin their journey towards building a sustainable life, even if they don’t have the means to buy new consciously made options. While there are some amazing brands that care about the environment and their workers, for those who are taking baby steps it can be hard to navigate conscious fashion standards and expensive to shop new.”

Why are the products classified as sustainable?

“I do multiple checks at the time of sourcing to ensure there are no defects in any garments and only offer quality to my customers even though sometimes defects are a part and parcel of vintage clothing. Being transparent about these details helps reduce returns on items, waste of resources and time of everyone involved.”

“Once home I sanitise each piece in natural sunlight and a disinfectant spray, since I do end up trying on few outfits at the request of certain customers. I hand wash all garments only once I know the piece has found a new home to avoid wastage of water. I don’t use any plastic in my packaging, the majority of it is paper and reusable including elements that can be saved as memorabilia of making a better lifestyle choice.”

SOS - a sustainable fashion brand in India working to preserve the planet

Something Sustainable (SOS) - a fashion brand in India was born out of a sheer desire to create positive products, to create something that preserves the planet and inspires people to be kind to nature.

Founder Prernaa Lohiya

When did it begin?

Residuals from textile manufacturing and dyeing processes are a toxic reality of our industry. They end up in landfills - lost and squandered, causing environmental damage.

“We reclaim the residual…With love.”

The aim of the brand

“Our design ethos is to create thoughtful perennial pieces for a modern-day conscious consumer. The brand gives a new lease of life to residuals, keeps the usage of natural resources to the minimum as they repurpose food, flower, plant and textile wastes for their sustainable collection.”

The inspiration behind it

“I have always worked in fashion, mainly luxury until my last stint which was with a fast-fashion brand. It allowed me to see the waste of the fashion industry firsthand. Textile is the third-largest source of waste after plastic and paper. Just the fact that I was a part of this problem didn’t sit very well with my conscious.”

“Thus, I set out in search of solutions and answers. Working with things that already exist and circular fashion was the most obvious solution. Apart from bringing changes in my own personal journey, I decided to do something different and start ‘Something Sustainable’. I like to believe we are making a difference and are a solution company. We have so much more to do for a better future.”

Why are the products classified as sustainable?

“We reclaim the residual and are committed to creating ethical clothing. We design the process, work with waste and create positive products that will either stay in your closet for a long time or go back to nature. We rescue and save overstock from reaching the landfills. So far we’ve rescued 150kgs of fabric.”

“We primarily work with certified organic cotton and our natural dyes are made with food + flower waste and are free of nasty elements. We work with small craft-communities to create our naturally dyed collection and reclaim overstock from fair-trade factories to make our 100% certified organic clothing. We try and adopt the zero-waste design, where we utilize our scrap fabrics to create small goods like bags, masks, scrunchies etc.”

Reenarosedass.com - a sustainable fashion brand in India that aims to better the world

Reenarosedass.com was born because of a toxic experience of an overworked, overhyped, unethical and underpaid fashion industry job culture. The brand is on a journey of self-discovery with the courage to stick by values in a capitalist culture and following dreams to make the world a better place through zero waste and ethical fashion.

When did it begin?

“It all began with my experience as an assistant designer back in 2018. Back then, working 15 hours a day didn’t feel toxic at all. I internalized the grind culture, and eventually carried on to my next job as an assistant stylist. For someone who likes fashion, I’ve always hated shopping. My style has always been old fashioned.”

“One night, I was at a textile dyer’s home. It was 1 am, and this was in a place that was 2 hours away from my own residence. I was getting a dress dyed for a celebrity, and I was mad at my boss for making me work so late without paying overtime. I vented my frustration to the dyer, who was also working equally hard to get the job done. That was the moment I realized that this job was turning me into something I’m not.”

The aim of the brand

“I aimed to create a brand that allows one to think freely and express freely. I was drawn to travel, so I approached a backpacker hostel that I worked with back in college. I spent 6 months interacting with travellers from all over the world. This is where I learnt what sustainable living, and sustainable life actually meant. I was inspired, and I knew exactly how I wanted to go forth with my brand.”

The inspiration behind it

“I think people are relearning what is best for themselves and the planet. Although it may seem like many still don’t care about sustainability or the impact on the environment, even a small group of people is good, to begin with. You don’t have to go vegan and expect yourself to change overnight.”

“Change needs to happen, but slowly. So even if it means carrying reusable bags for grocery shopping, wearing a reusable mask, donating clothes instead of discarding, carrying your own water bottle instead of buying or avoiding plastic. They all count and yes, people are becoming sensitive towards the cause. The Earth is our home and I have observed a lot of people change their ways to care for it.”

Why are the products classified as sustainable?

“We believe in making our clothes last longer in your wardrobe. All our garments can be tightened or loosened to up to 2 1/2 inches to fit your mood. This means less buying. All excess fabrics after production are further used to make more products like our Patchwork skirt and shirt, face masks and accessories. The extremely small pieces are used to make pillows and toys.”

“Our current collection, Gaia, features garments made out of recycled cotton which is excess cotton fabric recycled. We pay fair wages to our suppliers, tailors, helpers and others involved in making the brand. We avoid producing garments in bulk to avoid deadstock products and ending up in landfills later. This also involves designing garments that are meant to fit all sizes.”

Are you making a sustainable fashion choice? It is time we do.

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