Sustainable clothing is a big millennial trend. From influencers to celebrities, everyone is actively promoting sustainable fashion brands in India and, as a consequence, encourages consumers to be environmentally conscious by selecting items that are not harmful to the environment. Fast fashion is particularly detrimental to the environment since it emphasises speed and low pricing. The fast-fashion sector urgently has to shift its focus to something more eco-friendly. Sustainable fashion brands in India are slowly but steadily gaining traction.
Fast fashion brands have remained popular to this day due to their easy availability and low cost. On the other side, sustainable fashion brands in India have grown in favour over the previous few decades, particularly in recent years. They are well-known for their goals and ideals of supporting humane clothing manufacturing facilities, environmental protection, and community assistance. Indeed, due to a growing awareness of environmental degradation, younger generations in India are preferring sustainable fashion firms to their fast-fashion competitors.
Why People Are Preferring Sustainable Fashion Brands in India
According to the UN Alliance for Sustainable Fashion, fast fashion is accountable for 2-8 per cent of the global carbon footprint. The volume of rubbish produced by fast fashion is the most critical topic. Clothing is only worn a few times before being discarded by shoppers. The fundamental reason for this is the fast-paced world of fashion. Fast fashion alters everything from materials to designs in a short amount of time, rendering earlier batches of manufacture obsolete. As a result, there is a lot of clothes waste, which is bad for the environment.
Sustainable fashion is clothing that is manufactured with an emphasis on being environmentally beneficial. Since clothing manufacture (of fast fashion) and environmental pollution go hand in hand, multiple sustainable fashion brands in India are now prioritising ethical practices. While it has been increasingly popular in recent years, it still has a long way to go before achieving the stature of fast fashion. Despite the fact that their quality is significantly greater, their biggest issue is competing with quick fashion costs.
Some renowned sustainable fashion brands in India which have risen to significance in the past few years are discussed below.
Ekadi
Ekadi, a contemporary Indian label, collaborates with local craftsmen to create traditional, often handwoven fabrics and crafts. They also employ garment patterns that reduce waste.
Grassroot
Designer Anita Dongre’s sustainable label Grassroot fosters rural women artisans as well as traditional textile skills. Natural dyes and sustainable fabrics such as cupro, bemberg (produced from a by-product of cottonseed oil production), organic cotton, and other artisan textiles are used by the business.
Raw Mango
Raw Mango’s aesthetic sensibilities are deeply based in Indian crafts and artisan communities, with materials sourced from craftsmen around West Bengal, Madhya Pradesh, Rajasthan and Varanasi.
Taneira
Taneira, which is part of the Titan Group, collects fabrics from all over the country and sources its handcrafted textiles from 65 Indian handloom communities.
Anavila
Anavila is a line of sarees, kurtas, blouses, and tunics that was one of the first to introduce women to linen sarees. Fabrics such as handwoven linen, cotton and jamdani are used to make the clothes.
W For Woman
W, a popular Indian wear brand, is recognised for its versatile collections and basic yet stylish patterns. In several of its designs, the brand has begun to use the cloth Livaeco. Livaeco is cellulose-based linen obtained from forests in a sustainable manner. The fabric also conserves water, degrades more quickly, and emits less CO2.
There are many other sustainable fashion brands in India that have brought a revolution to this field. Visit https://hercircle.in/engage/fashion-and-sustainability/trends/Indian-Wear-Clothing-Brands-That-Offer-Sustainable-Options-822.html for more information.
