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The perfect blend of Ethics and Aesthetics results in sustainable fashion. Fashion with a purpose is the need of the hour. With a number of Indian Fashion labels coming up with ensembles backed by a social cause, I would like to shed light at few labels which are doing so at the speed of light, making it a win-win situation for both the Fashion Industry and the environment.

Ka-Sha by Karishma Shahani Khan

Ka sha focuses on keeping sustainability and fashion at the same pace, giving the masses the best of both worlds. Karishma Shahani Khan founded Ka-Sha in 2012. Their goal is to embrace sustainability at all levels of their products from design, to sourcing, to production and distribution techniques. Their initiative “HEART TO HAAT” ensures that their label stays true to its goal of minimum wastage and sustainability. "Heart To Haat" focuses entirely on the conception of garments using unused fabrics from post-production processes, second-hand clothing, and non-textile fabrics. The label aspires to celebrate Handcraft with an urban touch. Ka Sha is available at Fashion Houses like Aza, Pernia’s Pop up Shop, Ogaan among many others.

Shift by Nimish Shah

Shift believes in generating and evolving fashion with an eco-friendly and recyclable approach. Nimish founded Shift in 2011. It was developed with the concept of giving equal significance to fashion, people and the planet. The Collections at Shift are made using a range of sustainable materials and mindful pattern cutting to minimize wastage. They use a wide range of organic and natural fabrics like Cotton and Silk, sourced from trustable and ethical artisans. Other than Men and Women Ensembles, they offer a broad range of Quilts, which are hand quilted by an NGO that works on providing livelihood and empowering women in rural areas of India. Shift is available at Fashion Houses like Amethyst Chennai, Aashni & Co, Indelust among many others.

Doodlage by Kriti Tula

Doodlage is built on the motto of “Making fashion more sustainable, one scrap at a time!”Doodlage was founded by Kriti Tula. Doodlage believes in creating clothing from upcycled fabrics and eco-friendly practices. Their vision is to re-use the refused fabrics, to create well-finished ensembles out of this refuse. Their collections include recycled cotton polyester, corn, eucalyptus and banana fabrics. Each Craftsman is encouraged to come up with innovative and unconventional solutions to restore the defects on their fabrics. They offer a wide range of statement styles which are fashion forward keeping in mind the need of sustainability. Doodlage is available at Fashion Houses like Aza, Aquaab by SFK Chennai and online at www.doodlage.in

Grassroot by Anita Dongre

Grassroot is a sustainable and eco-friendly luxury prêt label launched by Anita Dongre,who is a firm believer in “The Future is Sustainable”. Anita Dongre-Grassroot recasts the craftsmanship of Artisans by creating ensembles that are contemporarily backed with an ethical thought process. Through associations with NGOs, they provide stable income and recognition to Artisans which in turn creates a better livelihood. The Company has set up Tailoring Units in Maharashtra where underprivileged and needful tribal women are trained professionally to make garments. They create ensembles using sustainable and eco-friendly fabrics like Cotton, Benarasi brocade, Chanderi mull, Ikat, Maheshwar silk, etc.. Usage of Organic dyes, Hand-block printing and hand embroidery techniques create garments that have a personal touch to them, leaving an everlasting impression on the buyer. Grassroot is available at www.anitadongre.com

Eka by Rina Singh

Eká, in Sanskrit, means ‘one’ and echoes the singular effort of many individuals. The brand was founded by Rina Singh, who believes in creating soulful ensembles using raw and natural fabrics. They make garments that are flowy in shape, which can be worn layered or as separates. A larger part of their materials is Handloom and Jacquard loom. Special techniques of jamdani and tangail are used on Cotton, linen, and wool. Techniques of block printing and indigo dyeing add an eloquent touch to the garments.Their label comprises dozens of weavers, spinners, and dyers across India, who have been the backbone of their success. Eka is available at Fashion Houses like Le Mill, Ogaan, Santushti, Haus Khas and Amethyst Chennai.

I would like to conclude by saying that we as aspiring designers in the Fashion Industry need to adopt for eco-friendly practices rather than jeopardizing our own environment. We as educated designers need to be conversant with how we utilize our resources. We can achieve the same by striking the right balance between making fashion forward ensembles and making the same backed by a eco-friendly thought process. I hope this inspires young designers to create garments that convey a thoughtful message.

Written by,

Ahmadi Mohajir

Academic Counselor

*Copyright Disclaimer Under Section 107 of the Copyright Act 1957, allowance is made for "fair use" for purposes such as criticism, comment, news reporting, teaching, scholarship, and research. Fair use is a use permitted by copyright statute that might otherwise be infringing.*


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