What Is Sustainable Fashion In India & Why It’s Booming

Sustainable fashion in India is taking an upper-hand, and for all the good reasons. Firstly, a few things need to be cleared out before we start going deep into this article. There’s nothing called ‘sustainable fashion’ in the world yet, it’s an ongoing process towards a better world, so each time by saying ‘sustainable fashion’ we mean ‘more’ sustainable fashion in India.

sustainable fashion in India
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What’s sustainable? Something which is able to sustain. What’s fashion? People’s preference for clothing, shoes & accessories in the world. Simply put together, the clothing, shoes & accessory choices that are able to sustain for a longer period of time can layout the initial idea of sustainable fashion for you. But there’s so much more to it. Let’s find out.

What Is Sustainable Fashion?

what is sustainable fashion in India
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You see how people cherish the sense of clothing from the British period, where all the college boys are in suits, waistcoats, long coats, and how sexy it seemed? It’s just a reference which you will connect to soon.

Here, fashion includes clothing, shoes & accessories. But sustainable fashion, right now, is mostly focused on clothing. Sustainable Fashion refers to a movement where the clothing, shoes & accessories which are manufactured and marketed are done in the most sustainable way possible. The entire process of fashion being made from the scratch to the part where it’s worn, it should not harm the environment (or, harm as less as possible!), it should maintain a true sense of the social-economic environment as well.

Let’s break it down. It starts from the field where pure cotton, hemp are produced in the place of nylon & polyester which eventually harms the environment as well as our skin. Also, clothes made from polyester may look nice & wrinkle-free but,

  • It harms your skin.
  • It has no longevity, as it can’t take sweat.
  • When you wash them, it affects nature too.

So using pure cotton or hemp is the first step of sustainable fashion. Then it comes to wages of the laborers, it should also be considered that they get paid with the right amount which they deserve. Then, it comes to the transport part which causes loads of CO2 emission in the air, so it should be done in such a way that it doesn’t do badly to mother nature.

sustainable fashion in India
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Then, it comes to the part of the preferences of people. Here, people get quite a few options to choose from.

  • To prefer fashion which is durable and long-lasting. The only con is they need to wear the same designs for longer. Most importantly tailor-made clothing on demand (only!).
  • If not the first option, then they can swap clothes from the swap shops, or private swapping events.
  • Also, buy second-hand clothing, because, why not?
  • And the ultimate stage, where there are options to repair or recycle the fashion products, so that minimum fabric is needed to produce the new ones.

In true sense, sustainable fashion is less about fashion & more focused on how to make our ‘world’ sustain even better.

This whole movement altogether is called sustainable fashion. In true sense, sustainable fashion in India should bloom well, as this is a country of billions of people who is also one of the largest consumer as well as supplier of clothing. So tell me a better place to nourish such a meaningful movement and influence?

7 Forms Of Sustainable Fashion :

seven forms of sustainable fashion
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Alright, so by now you have a vivid picture of what sustainable fashion is. Sustainable Fashion in India is getting popular now, but it got started from the time of Gandhi, ‘The Khadi Movement’, remember? Basically, the whole movement is about how to not waste water, fabric and all the other raw materials required to make clothing, also how it should be recycled too. There are actually 7 forms of stages of sustainable fashion, let’s understand.

These stages were created by Dr.Anna Brismar from Green Strategy. And it got updated in 2016. Technically, all the stages from the figure combined should be called ‘Sustainable Fashion’.

1. The first stage says On-demand & tailor-made fashion. This means each and every product of fashion should be made only if there’s ‘true’ requirement of the product. Also, it should be custom made, uplift the Do-It-Yourself culture, be spoken to the makers about the needs too. So it basically promotes minimalism of fashion, to reduce misuse. Also, it’s a clear red flag to the ‘fast fashion’ culture.

2. It should be made in an environment-friendly manner. This means it promotes a vegan movement, also ‘no-leather-movement’. No animals or living beings should be hurt to make your fashion elements. A pure ‘Green & Clean’ movement for all the phases of the entire movement. From reducing the water wasted to minimizing pesticide usage – it covers all.

3. High quality & timeless design. Yes, now you all can reconnect about the fashion of the British period statement. Do you witness how timeless their fashion has been? That’s the motto. To get rid of fast fashion. And invest in high quality & timeless fashion which will last longer, really long. Nevertheless, it includes the cloth washing materials as well which are fabric friendly.

4. Fair & ethical. Which of course includes animal rights (More power to you, PETA!) & traditional production. Also, every artist & labor should get their die credits & proper remuneration. Most of the fashion giants like H&M, Jack&Jones are focusing on the entire chain of Sustainable fashion. Which includes employee satisfaction to the top priority. Also, big giants are giving up on nylon & polyester and started to include hemp in their production. Moreover, it should have to be fair from each aspect, ethical too.

5. When the product, after sell, needs repair or recycle it should also be done. Also, upcycling is another option to rely on. This stage focuses on the minimum production of fashion. It should be produced only when required.

6. Then comes the most interesting part, where people can rent, lease & swap their fashion. In 2020, it should sound really fun. Swap culture is really cool & sexy in this era, and most of the Western & European places have already adapted the movement well. They have swap shops, lease shops for fashion products. In fact, they have private gigs where people swap their fashion. How cool is that?

7. Finally, when you really don’t want a fashion in your wardrobe you sell it away. Either to a direct party or to the manufacturer itself. Also, in the same way, you can also buy a second-hand fashion too. And, if there is actually no durability left in the product then it’s time to do another recycle of the product where the most minimum fabric material will be required to custom made a new fashion element.

These were the seven forms or seven stages of fashion. And how interestingly they all are interdependent on each other. In fact, where the raw materials are being processed it should also be considered that the power source is a biodegradable energy resource. It is that environment-friendly. As we said earlier, it is of course about the sustainability of the fashion but also our mother Earth.

Sustainable Fashion & India :

sustainable fashion in India
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Sustainable Fashion in India is booming, because, where else it should? This is a country of billions of people who is one of the largest consumers of the production as a whole. This is the land of Gandhi where people joined him in Dandi March wearing Khadi. This is the land of activist & socialist. So where else, an environment-friendly fashion movement can boom better?

It’s true that India is very much influenced by western clothing & fashion, which was apparently known as fast fashion. But now, taking a hard note on the climate change, scarcity of natural elements, India has fastened its seat belts to the journey of a better fashion. Better, in an aesthetic sense as well as from the point of quality, durability & designs.

Environment-friendly fashion is no more synonymous with boring dull clothes. Instead, it’s an upgrade of designs and quality in a truly better way, considering our socio-eco system maintains its true harmony.

Also, most of the world-famous brands has taken a step ahead towards this movement. We all have seen FabIndia, and it’s truly a more sustainable fashion brand. There are international brands like Jack&Jones who are also a part.

There are so many environmentalists and social workers who have also uplifted the movement in India. That is why Sustainable fashion in India is growing so well. And it shall continue to do so.

Top Sustainable Fashion Brands In India You Must Know!

Fab India :

fab india a sustainable fashion brand
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This brand celebrates the heritage of textiles in India. Ever wondered why Fab India products are a bit pricier? As they are part of the movement, their products are durable and made with the highest quality of the material. That is why.  On top of that, what a beautiful ethnic collection!

Good Earth :

good earth a sustainable fashion brand
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This brand came in the form of an idea to Anita Lal. Their sustainable fashion makes sure all the artisan gets their dues.

Nicobar :

nico bar a sustainable fashion brand
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A contemporary lifestyle brand that focuses on clothing, home décor, as well as travel accessories. As the Indian Ocean flows timelessly alongside Nicobar Island, so does their fashion.

Anokhi :

anokhi a sustainable fashion brand
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Based in Jaipur, but has stores all across India for 40 years. The hand block printed dresses, fabric bags, skirts, trousers everything is truly Anokha!

Brown Boy :

They sell PETA approved tee shirts, vests, yoga pants and so on. A brand that is vegan, fair, and classy.

Doodlage :

doodlage a sustainable fashion brand
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A brand that turns wastage into beautiful wearables. The fabrics they use comes from scraps sourced from manufacturing companies all across India. From Jumpsuits to Dresses, they make all.

Upasana :

upasana a sustainable fashion brand
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Ayurvedic textiles, organic dynes, organic prints & traditional crafts. Also, a brand that is directly involved to resolve socio-economic issues like Farmers’ suicides. They make sure about the minimalism of wastage.

Chola The Label :

chola the label a sustainable fashion brand
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Edgy, relaxed, multilayer of fashion infused into a wearable. A brand that signifies simplicity and soulfulness. Clothes are made of recycled fabrics. This brand has uplifted the culture of Sustainable fashion in India.

Related Post: Top 5 Indian Textiles You Should Include In Your Wardrobe

There are more!

Such a strong movement should be more powerful, for a better future. It is high time to join the awakening with such a positive shift in our lives. Sustainable Fashion in India is such a bloomed movement, which should be taken forward with our hands. Environment-friendly, Socio-economic, classy & edgy fashion.

FAQs :

Q. What is Fast Fashion?

The fashion which moves really fast from the catwalks to the sweatshops, then to the stores, in huge quantities and options which generates huge sells at a cheaper price, with a shorter life span is called Fast Fashion. The entire flow of such fashion is really fast with no longevity, so it has loads of negative impacts. It is neither environment-friendly nor economic.

Q. What is Eco-Friendly Clothing?

It is a synonym of Sustainable Fashion. Eco refers to Ecology, which means Clothing which is Ecology friendly. Which causes the most minimum harm to our environment. For example, eco-friendly clothing brands make sure there is no water wastage, fewer pesticides in the field, no nylon but hemp and so much more.

Q. What is Green fashion?

Another name for Sustainable Fashion. Pretty much the same as the Eco-Friendly clothing where the environment is not harmed. It also has the name of Vegan Fashion and so much more.

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