We all might have come across the terms “sustainable fashion” or “sustainable clothing
brand” in recent times. They have been growing massively. But do you really know what does it mean?
The fashion industry consumes a lot of resources and creates a lot of pollution and mess to make you look stylish. There’s crude oil, pesticides, garbage, chemicals from dyes, etc. that are dumped. Then there are piles of old clothes that we throw out when we are done with them. At the same time, we are becoming more conscious about the environment which directly has affected the consumer buying behaviour. People are becoming more conscious. Thus, a lot of brands have started producing more of sustainable fashion.
WHAT IS SUSTAINABLE FASHION?
Sustainable fashion is a movement and process of fostering change to fashion products and the fashion system towards greater ecological integrity and social justice. Sustainable fashion concerns more than addressing fashion textiles or products. It comprises addressing the whole system of fashion. This means dealing with interdependent social, cultural, ecological and financial systems.
WHAT IS THE IMPORTANCE OF SUSTAINABLE FASHION?
Currently, the world is growing at a faster pace and so is the damage caused by humans on environment. The environmental costs of producing clothes are massively huge. A lot of water is used to grow cotton, a lot of fertilizers and pesticides are used as well and a lot of hazardous chemicals are used as well to produce dyes. According to a study, it was found that about 20 percent of water pollution is caused by the fashion industry.
Conjointly, the production of these clothes are done by humans who are forced to work in adverse, life-threatening situations. Also, companies exploit their labours, most of them are under-paid.
Textile disposal is another problem that has been deteriorating the environment. This is an issue that is broadly covered up and consequently unconsidered by the buyer when buying new garments. Things that are discarded or come back to an online retailer regularly end up in landfill, discharging dangerous synthetic substances during the long decaying procedure. Considerably, up to 90 percent of charity clothes are sent to developing nations, where most things go undesirable and because of their cheap cost, they make excellent competition for the local cloth manufacturers.
Though there is no straight jacket solution for this but the change in the customer buying behaviour and government rules and regulations might create an impact. It’s high time that we stand against these malpractices and help in saving our earth.
SUSTAINABLE FASHION BRANDS IN INDIA
No Natsies define their garments as “Garments of Love” – love for plants, people and good designs. The plants out of which these garments are made are grown using natural seeds, natural fertilizers and pesticides. Not to forget, they pay fair wages to farmers for their efforts and even pay them premiums for community development. Every time they get a new order or sign-up, they plant a tree. Isn’t that great?
Upasana is based on the principles of ethical business, slow fashion, fashion revolution, fair trade and community empowerment. For them fashion and taking care of environment and communities go hand-in-hand. Any problem, be it post-tsunami trauma, farmer suicides, garbage littering, weavers losing their job, Upasana looks at social issues as a space to exercise for change. Out of these real problems, they created several projects that could help them contribute to the society. Fashion truly has the power to change the society.
B Label is a brand of Boheco. Here, science meets fashion and style meets sustainablity. Their clothes are made of hemp which look and feel like cotton or linen. Hemp has been known for its benefits since the ancient times. It repels UV rays, resists mold and mildew, lasts long and is carbon-negative.
Ka-Sha focuses on clothing as a medium for storytelling to celebrate multi-layered cultures and ever-changing social conversations. Conscious and aware of our effects on the fabric of life, Ka-Sha focuses on implementing fair means of trade and work with artisians from all over the country to bring together textiles, techniques and experiences explored in natural fabrics. They have a zero wastee policy that led to create them wonders from the post-production remenants.
THE POT PLANT
Unisex clothing brand, “The Pot Plant” has been making waves in the fashion industry with its sustainable approach. Celebrated as an eco-friendly, fuss free, and androgynous label, The Pot Plant offers easy separates, handcrafted bandhani silk sarees, contemporary tops, flowy dresses, and unisex shirts, jackets, and pants, all pieces that transcend places, seasons, and wardrobes.
Bodice touches upon reintroduction of classics through modern weaves and Indian textiles. This brand develops creations that are created through sustainability. Ruchika Sachdeva is the brain behind Bodice. Her collection includes fine merino wool, hand woven in the Himalayas, used to create pieces that are structed and fluid. The clothes are dyed using Madder, a flowering plant with roots containing a compound that produces non-toxic dye.
The Pero Label is the baby of Aneeth Arora. The word “Pero” means “to wear” in Marwari. It is one of the most promising organic clothing brands that make use of organic cotton and intricate embroidery to create global styles that define the artistic vision of Pero. They create garments with utmost care and detail, and therefore have a tagline “handmade with love.” Their work environment is green and eco-friendly with a touch of bohemian style.