Bengaluru-based entrepreneur, Amulya Nagraj, chose sustainable clothing over fast fashion. Aditi Swain, founder of PETA approved vegan brand De Chevalerie en Rouge, points out the benefits of recycling, renting and repeating outfits. “As a customer, I have a choice of a power loom mill made sari and a Kota sari which is for Rs 450 onwards.
We have collaborated with the Harit Khadi mission that uses solar power-driven charkhas in the manufacturing process of the fabric as well as employs a huge number of women. But the onus doesn’t only lie with the designer; it’s also the consumer’s responsibility to invest in sustainable clothing. You could be the next trendsetter in the ongoing sustainable drive —take your chance, be woke!. I have been consciously buying clothes that last longer and are made of organic materials like cotton and khadi. She was able to get rid of artificial fibres from her wardrobe piece-by-piece. She says, “A few years ago, I attended an event about sustainable wear and discovered how man-made fibres are harming the planet. Recently, she even collaborated with Lenzing™ group to use their wood-based fibres Ecovero™ and Tencel™. The idea of a conscious closet where you borrow items you will wear only a few times and embrace renting over owning is a great way to stay sustainable.
For developing high customer demand, creating a takeaway price concept works well. Sreyashi Halder, head designer at TCNS Clothing, has collaborated with the Indian government to make her brand more sustainable.What we need is a change of perspective — to focus on the bigger picture than short-term monetary gains. “Present-day consumers are more aware of sustainability. Yet people buy it, and the brands are thriving. After that, I did decided not to buy clothes that are made using chemicals. A handloom Kota takes the weaver minimum of 20 to 30 days and costs more. The sad part is that these clothes don’t last very long and can be worn nylon rollers Manufacturers twice, and then you would want to get rid of the collection, which is no value for money.” Eco-friendly MakeoverAlthough it is impossible to completely eradicate fast fashion, experts believe that planning the procurement of eco-friendly fabrics in advance and implementing the correct methods of clothes manufacturing will be integral to the fashion industry in the future. We have also joined hands with the SU. The fashion industry is the second largest polluting industry in the world and therefore sustainability is the need of the hour. She says, “Though khadi is the most organic and eco-friendly, fibres obtained from bamboo, banana, and eucalyptus plants (known as Lyocell or Tencel) are also being used to create clothes. It creates more jobs from the farm to the finished stage,” says Nupur.Senior designer Rina Dhaka feels consumers should make a conscious choice.
There is a world of difference in-hand feel and slow fashion helps in the preservation of the tradition. “Creating sustainable clothing and slow fashion is eco-friendly and works towards the welfare of the ecosystem. Sanchit Baweja, the co-founder of online rental platform Stage3, says, “Women are increasingly opting for renting as it bridges the gap between accessibility and ownership. “Manufacturing eco-friendly fabrics is always a more sensible choice. One-time retail visitors turn quickly into loyal customers, who are price-sensitive and have an urge to be fashionable according to the trend. “The issue is that these clothes are quick to copy.
This reduces water consumption and waste.” Similarly, renting clothes and repeating them multiple times instead of discarding after one-time wear is a rational way of curbing fashion wastage.”Bengaluru-based designer Nupur Saxena of House of Primes has been working on creating yarns that are derived from milk proteins. It’s an option with a smaller carbon footprint and also allows you to get access to top designer outfits at just 10 % of the MRP.”So far, government and industry self-regulators have failed to make significant progress in checking on fast fashion, but there are individuals who are opting out of fast fashion to save the planet.Till then, dig the old wardrobe or raid your mother’s trunk to recycle a garment that you haven’t touched in years. When we talk about sustainability, it is important to understand how to reduce the pollutants. Handmade garments are a bit more expensive to buy so you end up buying in limited number, and automatically stop following mindless trends. As a brand, we are striving to be sustainable and are making firm efforts to reduce our environmental footprint. We have yarns that are derived from milk and soy proteins to arrive at textures like silk and cashmere,” she says. That’s where recycling and reusing clothes come into the picture. Dongre says, “As a nature and animal lover, and vegan, I feel very strongly about our impact on the environment.”Reduce, Reuse and RepairEven though certain brands have begun creating organic and environmentally conscious collections, we need to limit the volume of waste that fashion creates. Well-known designer Ranna Gill calls fast fashion a “critical industrial trend” and believes that despite the consciousness about sustainable options, there will always be a market for cheap clothes and illegal practices.”With the pace with which the world is innovating, enhancing and improving what already exists, only time will tell whether fast fashion and sustainability will co-exist in the future.RE initiative by the Ministry of Textiles, which is a step towards making a Sustainable India by 2025,” she explains.Even her brand outlets use LED lamps and 67% of the wastewater generated in her stores is recycled which is then deployed for toilet flushing and lawn irrigation. Now my mantra is to shop less but mindfully, and it keeps my carbon footprint in check