January: With the changing fashion pattern, the practice of sustainable fashion is turning green unexpectedly. The fashion industry is becoming more and more aware of sustainable fashion and lifestyle. According to the Isle of Wight-based Ellen MacArthur Foundation, one truck capacity of textiles is burnt every second somewhere in the world which is quite a concern in terms of pollution and wastage around the world. Leading to room cutting floor waste of 60 million Sq. Mt., the annual production of the fashion industry is 400 billion metres of textiles.
President of the Fashion Design Council if India, Sunil Sethi quoted, “The beautiful thing about our country is our heritage. Our past was the most sustainable form of living. People say India is a latecomer to the sustainability game but to be honest, we were already living it until fast fashion and life messed it up.”
Sharing her opinion on the same, Rina Singh also quoted, as she launched Eka back in 2011, “Doing clothes is not confined to seasons. Something anybody can wear any time and a dress that represents India’s crafts language defines sustainability for me.” Many brands are currently focusing on providing green fashion technique with their particular signature.
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Sui Founder Mahima Gujral Wadhwa
The viewpoint of the brand is “We must be conscious of what we buy, right from the story it tells. It is a win not only for the buyers but for the weavers, block printers, craft makers, vendors who contribute to the cause.”
MyONEarth Founder Nitika Sonkhiya
Meiraas Founder Vidhi Rastogi
The viewpoint of the brand is “We can’t advise people ‘do not buy’, when India’s burgeoning population is dependent on consumption.” Neither can we promote mindless purchasing just because the product is handmade. This will turn slow fashion into fast fashion.