Why choose a sustainable fashion brand on World Environment Day – Times of India

As buyers, treating clothes as disposables has become the norm, and this is alarming. With the use of synthetic polyblends, express deliveries, and the introduction of new collections every month, the fashion industry today contributes to 10% of global carbon emissions. A consumer’s choice to purchase holds the power to change. Anything that is well taken care of outlasts fads and trends. While there may be hundreds of clothing brands promoting a fast fashion model, there also exist slow fashion brands that are determined to debunk myths about the disposable quality of clothing.

A sustainable fashion brand runs in the opposite direction, away from the transient “seasons” of fast-fashion. Brands of such a nature use eco-conscious, planet-friendly fabrics to create designs that are not trend-driven. They operate on a limited inventory model to avoid piling up excessive dead stock, which ends up in landfills. Choosing sustainable fashion helps fight climate change and protect biodiversity. Fast fashion’s reliance on synthetic fibers and heavy resource use harms ecosystems, causing water pollution, soil degradation, and high greenhouse gas emissions. In contrast, sustainable brands work to reduce their carbon footprint and minimize environmental damage using organic materials and innovative methods like waterless dyeing and closed-loop recycling.

Using eco-friendly fabrics is key to sustainable fashion. These materials have a lower environmental impact, consume fewer resources, produce less pollution, and are biodegradable. New sustainable fabrics are constantly being developed, pushing the boundaries of eco-friendly fashion. Some natural and sustainable fabrics used by our brand include rose petal fibers, orange peel, pure cotton linen, Tencel, lyocell, cotton bamboo, Ecovero, pure cotton, and pure cotton wool, all sourced from certified vendors in India. These materials not only cut down waste but also offer new income opportunities for farmers.

Sustainable fashion brands create clothes that last a long time and never go out of style. This means opting for classic silhouettes, neutral colors, and versatile pieces that can be seamlessly integrated into various wardrobes and styled for different occasions. By avoiding overly trendy designs that quickly fall out of favor, sustainable brands encourage consumers to invest in pieces that they will cherish and wear for years to come.
These brands also focus on making clothes with quality materials and craftsmanship. By using strong fabrics and skilled workers, sustainable brands make sure their clothes stay in great shape for a long time. This saves from having to buy new clothes all the time, which helps the environment by reducing waste.

By offering timeless designs and long-lasting quality, these brands empower consumers to make more conscious choices about their wardrobe, ultimately leading to a reduction in fashion-related waste and environmental impact. This approach contributes to a reduction in the volume of clothing ending up in landfills, thereby enhancing the eco-friendliness of the fashion industry.

By supporting these brands, people stand against the negative impacts of fast fashion, promoting environmentally friendly practices. On World Environment Day, and every day, choosing sustainable fashion is a step towards a more sustainable and environmentally friendly future where style and sustainability go hand in hand.



(Inputs by: Shriya Suri, Founder & Business Head and Isha Suri, Co-founder & Social Media Head)