Sustainable fashion is more than just a hashtag these days. This once fad had become the centre of attention to many in the business of fashion. Earlier sustainable fashion came with a rougher connotation. Conversations about Sustainable fashion brought up visuals of uncomfortable fabrics, patch-working & non-ramp walk worthy let alone being IG worthy.
Recently, however, sustainable and eco-friendly design has become business and design idea for may designers out there. Newer designers are styling outfits that are ready to wear and that too for most of the occasions. The concept, boiled down, is reducing carbon footprint while producing couture or mainstream fashion.
Why this movement was much awaited is because of the statistics that fashion industry belched out. According to the global scales, there has been a 400% jump in the clothing consumption in last 2 decades therefore the rapid rise in cult-consumerism. While consumerism has helped livelihoods, the lack of education about the repercussions of such behaviour has become apparent in the recent most years. Shockingly, T-shirt uses 400 to 600 gallons of water to produce (that’s equivalent to seven to 10 full bathtubs) which after production can travel up to 3,500 km before you stash away in your wardrobe. Talking about another closet staple, a pair of jeans uses 1,800 gallons of water (that’s about 6,800 one-litre bottles); the fast fashion brands typically use 1,600 chemicals in their dyeing processes of which only one per cent of which have been approved by global environmental protection agencies. Experts are of opinion however that, these fast fashion brands aren’t always the only ones to be blamed about these disastrous metrics – consumers play a pivotal role in this. In the times of influencer marketing and IG worthy shopping, most of the consumers prefer not to post pictures donning the same outfit, and given that these brands are so affordable, insta fashionistas prefer to rather stock a disposable wardrobe.
Going forward, labels in sustainable fashion often are juxtaposed against 2 choices, whether to go with natural fibres to improve the biodegradability of the garment or lean more towards man-made ones to let the natural ones stay on the face of the earth longer. While, the former seems a little reasonable route to take, it too comes with a dark side. Cotton industry alone is responsible for 16% of the global pesticide usage and 25% of the global insecticide usage. As is known, pesticides and insecticides wreak havoc in the ecosystem. Alarmingly, as per the reports published by the World Health Organization up to 20,000 deaths each year are caused by pesticide poisoning in developing countries like India. If this scares you, digest the fact that polyester production generates around 706 billion kg of greenhouse gases per year, equivalent to the annual emissions of 185 coal-fired power plants.
Designers and textile experts are waking up to the concept of organically mass producing the natural fabrics such as cotton, which involves huge investments and therefore subsequently higher price range of the garments crafted out of such fabrics. To this date, sustainability in fashion is boring & often seen as ugly. It is that agent of dystopia in the fantastic world of luxury because it means that consumers become more alert & more thoughtful. All this, while picturizing oneself in seemly drab upcycled co-ord set that looks like it was borrowed from a farm’s scarecrow. Besides, what does it mean for a fashion business anyway? How to sell more when you want your consumers to buy less?
The debate about sustainable fashion has sparked the requirement of general standards or guidelines in regard to the responsibility of labels & consumers alike for defining sustainable fashion and prioritising its initiatives. In this stead, however, minute yet significant measures have been taken in setting fool-proof tools for standardising apparel manufacturing processes around sustainable production and consumption, such as The Higg Index by The Sustainable Apparel Coalition, leading alliance for sustainable production in the apparel, footwear, and textile industry.
We at GetNatty, are inspired and moved by the uproar about Sustainability in Fashion Industry. With the years in-making, we bag decades of experience and fashion sense that makes us capable judges of quality, craftsmanship & adherence to the idea of sustainable and ethical fashion. Here are our top 3 designers who are dedicated to their art and the promise of creating a sustainable environment for all while bringing beautiful designs alive.
ANS is more than a clothing label, it a tribute to the spirit of Indian culture and it’s present contemporary form. Born in the minds of Astha & Siddharth, this label crafts styles that speak volumes about the hipster fashionista in every fashion shopper. Often adding a zesty twist to their craft, ANS intentionally breaks the stereotypes of forms and tones border lining on norm-core, a global trend. While creating and curating light hearted outfits, their lines often tell a story about the far and rich lands of Yester India in a millennials voice.
Gulaal Creation :
Gulaal Creation is the dream-child of Akanksha Agarawal who loves playing with Indian tones and notes. Collections by this label feature beautiful shades of moringa, turmeric, hibiscus and much more; that are an ode in disguise to the beautiful landscapes of India. Designed and curated for the modern Indian woman, this label prioritises breathable fabrics in its designs making it even more irresistible. This label takes the fashion needs of its millennial followers and crafts outfits that’ll last a day till the dinner date.
The Khadi Staple :
The Khadi Staple is Vineeta Rajput’s tribute to Indian retro set in the new Millennia. The Khadi Staple began as an experiment for the desi divas who want to stash their wardrobes with outfits inspired by the Indian culture yet kicking away the social stereotypes. It is crafted out of organic and breathable fabrics for the free woman who commutes in pool cabs and donates her leisure time to a good cause she believes in. With the emphasis on sophisticated styling, perfect cuts and high quality, this label aims to please and it does so with panache.