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Sustainability enters mainstream with new age designers

"Textile industry has gained pole position of polluting the environment, which is only after oil industry. A recent report by Yale Environment 360, testifies that in the US alone, people dispose off about 12.8 million ton of textiles annually — 80 pounds for each man, woman and child. India is one of the largest textile industries in the world today accounting for nearly 14 per cent of the total industrial production. In response to this, many homegrown brands are eyeing the sustainable expanse. Brands like Anamoly, Doodlage and Khara Kapaas are exploring new and revolutionary techniques and concepts which cater to and are benefiting the cause."

 

Sustainability enters mainstream with new age designers 002Textile industry has gained pole position of polluting the environment, which is only after oil industry. A recent report by Yale Environment 360, testifies that in the US alone, people dispose off about 12.8 million ton of textiles annually — 80 pounds for each man, woman and child. India is one of the largest textile industries in the world today accounting for nearly 14 per cent of the total industrial production. In response to this, many homegrown brands are eyeing the sustainable expanse. Brands like Anamoly, Doodlage and Khara Kapaas are exploring new and revolutionary techniques and concepts which cater to and are benefiting the cause.

Anomaly

Founded by Medha Khosla, who has 14 years of experience in technical design from New York, Anomaly is aSustainability enters mainstream with new age designers 001 versatile workwear brand, which seamlessly transitions from day to night by offering classic pieces created using natural and sustainable Indian textiles. The brand banks on limited production and wastage, made using only natural textiles with a strong emphasis on quality. It addresses the problem of overstocking by producing less and upcycling any leftover fabric into home textiles, which they sell under a different line. Leftover stock, if any, is donated on a yearly basis. Adopting a Lean production model, the brand operates from a single unit based in Shahpur Jat, which staffs 8 people who oversee everything from concept to finishing.

The brand plans on venturing into unisex lines that push the boundaries of dressing forward by including a wider gamut of classic pieces that stand the test of time. On all-inclusive fashion, the brand supports equal representation, and plans to take into consideration petite and plus-size lines in the future.

Doodlage

Experts say, just between India, China and Bangladesh, there are about 1.20 billion sq. mt. of fabric that gets discarded every year. Finding ways to work with these fabrics instead of mass producing fresh ones, will massively contribute towards a more circular economy. Upcycling leftover scraps and recycling post-consumer waste, Doodlage works on the theory ‘one man’s trash is another man’s treasure’. After having gained recognition in womenswear, the brand expanded into menswear as well. It sources 90 per cent of its fabrics from major exporters, printers and dyers, who are rejecting enormous amount of post-cutting scrapes, defective fabrics, and yarns and then work with those fabrics to create its own collections.

Each garment is produced end-to-end by one particular person, so each piece is as distinct as the person who is wearing it. The brand now plans to expand in the kids’ wear and lifestyle products segment to ensure that the message of upcycling finds a permanent room in as many wardrobes as possible.

Khara Kapaas

Shilpi Yadav, Founder of Khara Kapaas, has spent a lot of time travelling around the country experiencing different cultures and traditions. This made her a specialist of local crafts and locally sourced materials. Using natural dyes, azo-free block printing processes and blends, the brand enjoys a faithful clientele both in India and abroad. Tapping demand for her work, she identified the gap in the market for sustainable pregnancy and maternity ranges and fill it in. After experimenting with three different lines, the designer is looking at expanding in the bags and shoes categories.

 
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