The sustainable fashion industry is an evolving sector of India. As we’re pretty much clear about the facts about the fashion industry that mentions how much environmental damage is being caused due to the rising popularity of fast-fashion brands.
Fast Fashion vs Sustainable Fashion
Of course, you get more trendy and affordable items when it comes to fast fashion brands but sadly they are not conscious about the social welfare of their craftsmen, sourcing of ingredients as they use Polyester in most of the garments that are non-biodegradable, excessive use of natural resources and energy, chemical usage (mostly in makeup), and animal testing to name a few. I am sure if any nature lover reads this piece, he/she would feel disappointed.
Ethical fashion or slow fashion is vocal about a higher quality of products, reduced excessive consumerism, and also’s conscious about the social welfare of their craftsmen, and environment in general.
I’ll take a moment to explain Sustainable Fashion in India into three wide categories that are taking huge steps to bring a change in our country. These include Local Indian Brands, the Entertainment sector, and the Retail Industry.
Sustainable Fashion in India
- Indian Brands
- Entertainment sector
- The Retail Industry
1.Indian Brands: #vocalforlocal
The concept of sustainable fashion is nothing new. Remember when Mahatama Gandhi was promoted wearing Khadi? It not only did support local artisans about also introduced us to the concept of sustainable fashion. A lot of upcoming designers and local brands have started to take the ethical slow fashion route as a moment to save nature and value social welfare.
- Designers are incorporating Khadi, linen, and hemp as the main ingredient of their garment composition also being vocal about the value they truly believe in.
- They try to be transparent in the context of where the ingredients are being sourced from.
- Indian Sustainable Brands like Maati, Lovebirds, Eleven eleven, the Summer house to name a few, are brands that promote local craftsmanship, use organic cotton, Linen, and use natural pieces like seashells, wood buttons to make accessories. Even makeup brands and trying to be 100% organic and vegan.
Believe me or not, but the most influential people in the world have the most power to convert their audience into something that they believe in. Luckily a lot of film stars, well-known personalities, and social media influencers are being vocal about switching to sustainability.
- Celebrity stylists like Pranay Jaitley and Shounak Amonkar incorporate Home-grown and sustainable brands even if their celebrity doesn’t mention it.
- There are sustainable fashion bloggers who promote ethical fashion and conscious decisions.
3.Retail: Big Brand, Bigger steps.
Millennials and Gen Z is most vocal about sustainability. It is quite safe to say sustainable fashion is an ever-growing and evolving market now and the consumer shift towards sustainable products has lead retails to understand the flip side of fast fashion and invest more into ethical fashion as the main ingredient is Polyester which is non-biodegradable.
Different brands are taking initiatives to improve the drawback they’ve failed to see:
- Indian Terrain commits 20 years of best quality products and has joined forces with Fair Trade India that empowers the craftsmen of Gujrat.
- They also use recycled cotton, recycled polyester, organic and natural fibers like bamboo, hemp, etc.
- They are working on biodegradable packaging and product circularity.
- TENCEL and ECOVERO are the best fibers to be found in India.
- Vrone doesn’t use any non-biodegradable ingredients in their apparel.
- They’ve cut off most of the plastic waste and plan to launch specific ethical fashion-based collections.
- Post-pandemic they also plan to work on their craftsmanship, and social welfare-related issues.
Different online brands working for sustainable living
- Do U Speak Green is India’s first eco-friendly web store that crafts clothing from organic cotton and cotton fabrics 10% of its sales are dedicated to environmental conservation.
- My GreenKart is organic food and paraben-free herbal cosmetic store that also sells recycles eco-friendly home decor items.
- Assi Garment is a humanitarian organization that sells clothing and also runs schools for deaf, dumb, and blind people. They have hospitals for cancer and HIV treatment.
- ShopnPick is a Bangalore-based brand that sells second-hand electronics to furniture.
- Green&Good sells ecofriendly, organic, natural and herbal, and ayurvedic products.
The Future of Sustainable Fashion in India
With more influencers, designers, celebrities talking about shifting towards a sustainable lifestyle, there’s a lot more awareness about sustainable fashion amongst the customers, though there’s a lot of scopes to improve because only 15% of our clothes are donated and recycles so there’s a long way to go, with increased awareness and popularity of home-grown and sustainable brands, we’re surely in a progress.
Conclusion: Start Sustainable living now
Having that said you can you do your part to step towards sustainability? Here are a few steps:
- Do check the composition of the garment, make sure it’s organic cotton, hemp, bamboo, linen, khadi, etc.
- Check the Trainfair Certification on the garment.
- Use biodegradable detergents for the long life of your garment. Always look up to build your Capsule Wardrobe, that lasts you longer, keeping your wardrobe minimal.
- At last, avoid imported fashion as it’s responsible for carbon footprint, go local, support smaller Indian brands, which will also help the country’s economy!
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