FINDING OUT THE SOLUTION

As in my previous blog I have discussed about how fashion industry is causing harm; and the harmful effects of fast fashion. Since we have addressed what the problem is, but it is not sufficient. We need to find the solution to it.

WAYS TO BREAK UP WITH FAST FASHION

1. Buy less, wear more
2. Focus should always be on quality rather than quantity
3. Natural fibres over man-made fibres
4. Waterless coloring techniques
5. Rent or borrow clothes
6. Reuse, reduce, and recycle

WHAT ARE NATURAL FIBERS?

‘Natural fiber’ is a term used to refer to the fibers that are obtained from (or are produced by) animals and plants. These fibers have a wide range of applications in the manufacture of composite materials. Paper and felt (a type of textile material) can be prepared by matting different layers of natural fibers into sheets.

SOME OF THE BRANDS WHICH USE NATURAL FIBRE ARE:-

1. 1. KA-SHA

They focus on clothing as a form of story-telling inspired by the traveller, the seeker, the wanderer, the multiple roles within each of us. They celebrate craft in all its glory, while reinterpreting artisanal techniques in ways, new and old. They engage craftsmanship from across India through their explorations in a bid to give us clothing that is built on a promise of quality and contemporary craft offerings.

Their desire to delve deeper into the existential questions of conscious practices led to the 'Heart To Haat', their extension inspired by the indigenous ideology of reusing, repurposing & reclaiming. It focuses solely on post-production remnants and using innovative techniques to give them a new life alongside providing essential services such as mending & repairing pre-loved clothing.

2. Péro by Aneeth Arora

‘péro’ means ‘to wear’ in Marwari, the local language of Rajasthan. péro interprets international aesthetic using local material and skills, taking inspiration from what surrounds us, to make a product that connects with people, wherever in the world it is placed.

The Indian-ness of péro rests in the textile process, where materials pass through the hands of one craftsperson to the other, carrying forward the Indian tradition of hand-crafting and creating pieces that are at once unique.

The resulting garment evokes some sense of culture from where it originates. This culture communicates internationally in a way that the wearer looks equally at ease in the streets of Paris or London, as she does here, in India. The look is not about an age group or season, it is about a mindset, a willingness to incorporate the effortless style of the locals.

1. 3. I was a SARI

I was a Sari is crafted with inner karma. They source their raw materials in the colorful markets of Mumbai. Used saris and dead stocks become vibrant products that are sold worldwide. What really fuels their business are the artisans, whose lives have been changed by their unique business model.

Since the most sustainable item is one that already exists, their fashion-forward clothing gives the earth a break. They are on a journey to ensure all components they use, from embellishments to packaging, are as environmentally-friendly as possible.

4. Chola

Chola was born out of a little experiment in 2015, with its first exhibition at the Vintage Garden Trunk Show, in Mumbai. Since then it took on a life of its own and has been steadily growing as an accessible luxury apparel brand. Chola is reflective of an ethos of simplicity and soulful design.

Image Source: Lakme Fashion Week Summer/Resort 2020

Designing and styling with recycled cottons matched the label’s design sensibilities of using free-cutting methodologies that employ minimal wastage, an approach well complemented by the fabrics made out of post-consumer waste. Chola retails out of some of the most well known couture stores of India namely Ogaan, Ensemble, Atosa, Elahe, and many more across the country.

5. Nool by hand

Nool (“Thread” in Tamil language) is a clothing brand born out of the love and passion to create thoughtful clothing for the conscious consumer who strives to carve a niche for themselves in this contemporary world. Nool is all about wearing the consciousness.

At Nool sustainable fabrics woven on handloom and power loom are used and are meticulously embellished with unique dobby and jacquard patterns, block prints, embroidery, digital prints, batik prints and various traditional textile techniques.

Nool focuses on the experience of the wearer than just the clothing. Every aspect of the process of creation from sourcing, designing and manufacturing revolves around creating a beautiful and conscious experience for the wearer.