Youth Incorporated Magazine

The fashion world is evolving and a new trend has made its way in the market. A new consciousness has emerged in the minds of people and, they are now more concerned with environmental protection and sustainability. India, a fashion hotspot bursting with its vibrant colours, rich ancient textures, and centuries-old craftsmanship, has noticed a shift in the way Indian brands are advancing towards sustainable fashion. They come with a new social responsibility and environmental stewardship. From organic cotton clothing to revamped denim and high-end fashion couture, several brands in India are redefining beauty with a commitment to the planet and its people. In this article, we explore some of the trailblazing sustainable fashion brands that are now trending in India.

Ambiya

Ambiya a clothing brand, founded by Shilpi and Lavanya in 2020. It not only caters to clothing but also has a variety of home and living products, decor items, accessories and more. They are deeply committed to being grounded in ancient artistry and craftsmanship. They are taking a conscious approach towards the environment by using seed tags for their products and clothing. One must soak the seed paper in water and keep it moist for a couple of days which later helps grow into blossoming plants. From bags to beddings to crockery and more this brand has grown in many ways to give back to Mother Earth and to save the environment.

Earth Republic

This brand was founded in 2015 and is situated in Mumbai. The use of raw materials in this brand comes from agricultural waste and recycled plastic. It has retail stores in various parts as well as a strong online presence. They prioritize the use of organic materials such as cotton, hemp, and bamboo in their clothing, minimizing the use of harmful chemicals and pesticides. Earth Republic’s designs are contemporary and versatile, catering to individuals who seek both style and sustainability in their wardrobe choices.

Hoomanwear

Hoomanwear was launched in 2019. The founder says that many people pronounce the name Hoomanwear and state the meaning of the word to be human. Wherein reality it is a Persian word that translates to “I have good thoughts, good words, and good deeds. Therefore, they are one of the sustainable fashion brands that focus on minimal wastage and their clothes are plant-based. Their #wearyourmovement is used to create awareness and raise funds for a good cause that later is donated to NGOs.

No Nasties

No Nasties is a brand with a clear mission: to create clothing without any harmful ingredients or unethical practices. Founded in 2011 by Apurva Kothari and based in Goa in a 125-year-old restored house in the village of Assagao lies their store. This brand specializes in organic cotton clothing, ensuring that every piece is free from pesticides, synthetic fertilizers, and toxic dyes. They have planted 165,675 trees and are completely vegan-based. They believe in plastic-free packaging that has a positive impact on the planet.

Dressfolk

Dressfolk is a brand founded in 2017 by Nitin Mehrotra. It is a brand based in Delhi that celebrates India’s rich textile heritage while embracing modern sustainability practices. They work with 600 weavers, and 120 artisans across 6 states which leads to a 150% increase in their earnings and a 100% better livelihood. “We get the edge of technology and supply chain science to bring valuable ancient traditions of textiles to modern life without pushing artisans to the very bottom of the funnel.” Says Dressfolk founder Nitish. They have recently dropped their latest collection Vaadi- One for Every Day of Summer which includes modern Indian wear kurta sets that are filled with bright colours and have a very breezy and casual look.

Doodlage

Doodlage was founded by Kriti Tula in 2012 to redefine fashion and create new sustainable fashion. Doodlage’s mission is to promote sustainable fashion by utilizing discarded textiles and scraps to create stylish and contemporary clothing pieces. The brand is committed to eco-friendly practices throughout its production process. They minimize waste generation, utilize sustainable materials, and focus on ethical manufacturing. They make sure that the raw material used for every outfit is different.

The Summer House

The Summer House was founded by two women Shivangini Padhiyar and Rekha Datla who had no knowledge or professional training in fashion and design, yet today they have come up with a brand that has reached global heights. It has employed 952 artisans and most of them are rural artisans. Whereas, 23.87 of their garments are made from handwoven fabrics. They have contributed to the environment by saving electricity, as through the use of khadi the yarn is spun by hand and the fabric is handwoven. Also, 97% of their clothes are made of natural fibres. As well as their garments are dyed in facilities with wastewater management. The brand aims to bridge the gap between age-old craftsmanship and modern wardrobes.

A Big Indian Story

One of the most well-recognised and approved brands by PETA. Their use of organic waste to draw sustainable fashion together is a work of art. Instead of using animals to make leather-based products, they use apple leather a type of luxurious material crafted from apple peels, Desserto a highly sustainable material made from the Nopal cactus plant originating in Mexico, and kala cotton homegrown oldest Indian cotton and linen made from flax plant. They also use crafts like the Ajrakhjk a block printing technique, Chikankari a shadow work embroidery and Kalamkari which features beautiful and intricate paintings made using a pen made of bamboo fiber called the ‘Kalam.’ and many others like kutch, lambani, mirzapuri, etc.

Ilamra

Ilamra is one of the sustainable fashion brands founded by Trishala and Yashila in 2017. The name Ilamra has most of the natural phenomena in it, as the name is broken into three parts ILA- Earth |  AMRA- Mango Tree | RA- The Sun.
“It is a byproduct of the people we meet, places we visit, the culture that keeps us rooted and a country that reminds us of the diversity in beauty and beauty in diversity,” says the founders. In addition to its eco-conscious approach, Ilamra is also committed to promoting inclusivity and diversity in fashion. Their collections embrace a range of body types, skin tones, and personal styles, ensuring that everyone can find something that makes them look and feel fabulous.

B Label

B Label is an organic hemp brand founded in 2015. The brand aspires towards an all-natural culture. B Label is founded by Alisha Sachdev. Their clothes give you a much cooler feeling as it is light and comfortable. It helps from the sun’s rays. It is also noted that the hemp plant breathes 4x more carbon dioxide than trees. All their fabrics are dyed using azo-free dyes. They also partner with suppliers that ethically source and manufacture coconut husk, mother of pearl, corozo and metal buttons. “We source our labels, elastic, fusing and threads from OECO TEX-certified suppliers. These are a work in progress with regard to matching our standards and goals of sustainability.” Says the founder.