In the era of political correctness, ‘greenwashing’ is just another hot potato trickling down the deceptive marketing route. Defined as a sham attempt at making sustainable efforts in order to persuade the conscious customer, sifting through what’s legitimate and what’s not, thereby, becomes the need of the hour.
PSA: Nothing is truly sustainable. And don’t let the reusable packaging, natural dyes or green branding tell you otherwise.
But then there are brands, who with their responsible messaging have been carrying the baton of conscious efforts, far from the woeful promises of greenwashing. Let’s take a look at them:
Called ‘Forget Me Not,’ Péro’s latest collection employs a variety of eco-friendly techniques such as crocheting, laser cutting, and hand painting. Inspired by local dressing styles which are recreated for the modern consumer, ease and comfort are two pillars the brand never compromises on.
Termed ‘Masters of Minimalism’, Abraham & Thakore’s recent spring summer offering ‘Spike of Life’ draws inspiration from botanical illustrations and is imbued with a deep connection to nature. Majority of the creations utilise Tencel – a low environmental impact viscose fibre which uses less water than other fabrics.
With clothing that can be integrated effortlessly into the consumer’s everyday wardrobe from 9 AM TO 9 PM, Primal Gray uses fabrics that are 50-80% better for the environment. The dyes used in the process have negligent carbon footprint, wherein the wastewater is treated and can be used in other processes alongside the chemical discharge being super low.
Their garments are packed in durable muslin pouches stitched by visually impaired individuals trained at the Blind Relief Association in New Delhi – nothing like sustaining a community!
I Was A Sari
View this post on Instagram
Upcyling saris into contemporary clothes, accessories, and shoes, Stefano Funari’s venture is a welcome step in the zero-waste fashion community, since every inch of the drape finds home in a reformed product. Production from scratch isn’t always necessary to build a brand and thus, ‘I Was A Sari’ successfully embodies the same with its efforts to inch closer to a better tomorrow.
View this post on Instagram
Showcased at this season’s Lakmé Fashion Week and woven by bunkars of Govindgargh, Iro Iro upcycles materials through indigenous craft practices in a multitude of colours to make exchangeable clothing. With a genderless approach and ample intention, the collection is a masterclass in circular fashion.
With impressionism as a potent front in Yavi’s Spring Summer ’23 collection, their mindful and exploratory techniques help create multidimensional ensembles. With 100% cotton, silk, linen, chanderi, cupro, and organza in the fabric department, techniques like one-thread embroidery, food art prints, block printing, raw hand-drawn feel textures and applique work lend that distinctive and conscious edge, Yavi is known for.