To begin with Sustainable fashion, let us first understand the term fast fashion and how we can slow it. Fast fashion is a short-lived fashion that moves quickly from runways to consumer’s wardrobe.
As consequence of fast fashion, the products are left unused which in turn resulting in wastage and harmful environmental effects. In opposition to fast fashion sustainable, ethical and slow fashion took place.
The ugly truth about the fashion industry is that, it is one among the top 10 most polluting industry.
Sustainable fashion is about producing fashion products to the end-users by taking environmental, social, ethical, economic factors into consideration. It aims towards saving water, reducing the wastage, chemicals and to have more green/Eco-friendly consumers.
CHANGE IS INEVITABLE!
It is us who have the power to make the world a better place to live in! Sustainable fashion needs lot of awareness and a change in mindset of people on how they look at fashion.
As we enter into the ECO ERA where saving our planet is the top most priority and reversing the damage done by human kind. Some of the brands have already begun implementing changes and are providing sustainable fashion products.
Here are some of the fashion brands En-routing to sustainability in India
The brand intents to build ethical and conscious sustainable fashion products to the end users. UPASANA as a brand values nature and uses healing textiles where fabrics dyed in natural colours from Ayurveda herbs like Neem, Tulsi and Red sandalwood trees which heal and protect the skin. Each piece of creation by brand uses organic cotton, natural fabrics, handloom textiles.
They use design as a problem solving strategy to support weavers, farmers, tailors, designers and several others which in turn makes brand more ethical fashion brand.
NICOBAR ideology of making long-lasting products that are not trend-driven makes them unique and sustainable. Natural materials are used in crafting the brand’s merchandise and the designs are nature-inspired.
Chidiya works closely with Indian artisans to design their products and the use of natural fabrics like cotton, linen, silk makes them one of the sustainable brands in India. The brand strives in providing high quality sustainable products to their consumers and bringing back vintage crafts of India back in action.
Many more sustainable and ethical fashion brands out there;
- Pero by Aneeth Arora
- H&M Conscious
- Ka Sha by Karishma shahani
- Shift by Nimish shah
- Doodlage by Kirti Tula
- No Nasties
- Chola The Label
- Do You Speak Green?
In the long-run sustainability will become the mandatory norm practiced by everyone in the fashion industry.
How to start Sustainable fashion?
One can start Eco-friendly fashion by;
- Initially buy clothes from second-hand clothing stores or in any thrift shops nearby.
- Donating used clothes to shops or any other Non-profit organizations for reuse or resale.
- Buying new clothes from sustainable brands.
Most importantly, remember to REDUCE, REUSE AND RECYCLE!