Fashion is one of the biggest industries in the world in terms of revenue generated and influence. It also costs the world over $400billion annually due to the waste it generates. The waste comes in multiple forms including scrapped fabric, waste dumped in the ocean, and of course plastic.
Fast fashion brands are the biggest players in this game. Due to fast fashion and social media, the amount of time which we use a cloth before disposing of has halved, and hence the amount of waste generated thus increases.
The problem with sustainable clothing is that it is expensive as compared to its disposable counterparts. It is because the technology used is not commercialized yet and this means that it takes more capital to make such products and hence the retail price is not affordable to the customer. Most people are willing to spend less on cheaper trendy items which they can dispose of quickly but the cost sustained by the environment is much more than what appears on the price tag.
Hence the trend adopted by brands promoting sustainable fashion is to brand their products as multipurpose. Think of a pair of pants that you can detach from a shirt and attach to a different shirt to create completely new designs. This blends reusability with people’s need for fast fashion to create a sound business model. With the help of social media marketing, this combined with the right aesthetics and influencers can go a long way.
Brands like H&M have already promised that 100% of their materials and products will be environmentally friendly by 2030. This they will do by recycling products and sourcing material in a sustainable manner to help pay their due in healing nature.
Learning about the importance of sustainable clothing, it is our duty to work towards achieving it & developing a better future for the coming generation. We as a brand hold the agenda quite seriously. Our focus is only on sustainable products. We believe in building a better future by adapting to the sustainable options available to us.
Our process of material sourcing is ethical which we then use to produce handmade organic outfits. We deal in hand block print outfits hand weaved by our artisans for you to ace every occasion. The theme is naturally driven to establish a connection. Furthermore, the color palette takes you on a nature ride. Our motive is to acquaint the people as to how sustainability itself can be a trend & running behind the fast fashion industry would do no good to them.
A lot of people have supported us in our journey & we have been able to accomplish our objectives to a great extent but as they say, the sky is the limit so every day is a new challenge for us but we resist giving up.