URBAN INK
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By Akanksha Khound
Sustainable fashion has been a hot topic in the industry for a long time, but it is no oxymoron.
The fashion industry is not very famous for being environment friendly. Clothes are mass produced, and the constantly changing nature of trends means clothes are thrown away at an astonishing rate. In the recent years, many brands have acquired eco-friendly techniques to eliminate toxic chemicals in the production process to using recycled materials to create apparel, footwear and accessories. Is this the sign that sustainable fashion is the future?
While the scope itself is broad, sustainability is precisely on social responsibility and the impact of human activity on the environment. Whether it’s simply a trend or a symbolic movement, a shift is certainly happening — and here are the brands proving so.
Bangalore based The Good Loom isn’t just a brand but a movement that helps promote a socially conscious lifestyle. It focuses on developing refreshingly simple apparel. Products are carefully curated to celebrate the signature techniques inherent in each Indian craft. The label is for those who love the purity of natural hand-woven fabrics. It’s also for those who are conscious about the choices they make. The good loom line made it to the Lakmé Fashion Week Summer/Resort 2018. Its collection evoked the purity of natural fabrics, great weaves and Indian craftsmanship. On the ramp, The Good Loom line was the best fabrics by top master weavers in India. The look was very traditional with a modern twist to give the beautiful weaves of India a more contemporary look for the global market.
Another Bangalore based brand Ethic Attic is a sustainable concept store. It is an Ethical brand initiative by Fairkonnect. Ethic Attic tries to bring a balanced fashion with focus on sustainability and panache. The silhouettes are for the modern women who are always on the move yet not forgetting to be fashionable and being ethically responsible by making use of their power of choice to be the agent of change.
Sustainable fashion is on the rise, but is it enough?
Even though the high-end fashion brands are moving towards sustainability, it is not enough as only a very privileged few can afford to shop there. This is not enough as the fashion industry is the second largest polluter in the world. While certain parts of the industry are making an effort to become more sustainable, there needs to be an industry-wide movement to significantly reduce the waste that the textile industry produces. Fashion lines should also be held accountable for the responsible sourcing of their clothes, making sure that it is ethical not only for the people involved, but also the environment.