The labels shelving stereotypes about sustainable fashion

by Neharika Manjani

For us, at Nykaa Fashion, sustainability is more than a mere buzzword. It’s about using materials that make the environment happy, treating resources with respect, ensuring fair wages and conditions for the country’s craftsmen and representing the three Rs – reduce, reuse and recycle. So, to familiarise you with what seems to be a movement that’s only gaining momentum, we’ve brought together the advocates of eco-friendly fashion, whose collections not only action one or more of the above but also shelve stereotypes associated with sustainability. Scroll down for what we’d like to call your cheat sheet to a closet with a conscience.

Cord
With the likes of cotton co-ord sets and shirt dresses making up their latest line-up, Neha Singh and Pranav Guglani’s label Cord is not only ethical but also tuned into trends.

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Cord

Dress

₹7,800

CORD

Dress

₹9,000

CORD

Cropped shirt

₹5,200

Door of Maai
“Each of our collections has an environment-friendly practice built into its making. This could be the use of organic cotton, handloom textiles or export surplus fabrics,” says Pooja Gupta of her label Door of Mai where transparency is the best policy. Their fashion-forward and tailored designs are crafted by women from remote parts of the country, who were brought to the fore in a recent runway show.

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Door of Maai

Blouse

₹4,800

Door of Maai

Dress

₹4,700

Door of Maai

Dress

₹5,800

Kanelle
Handwoven cotton and chanderi are only some of the ingredients that go into Kanelle’s clothes that come in a palette that’s more electric than earthy.

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Kanelle

Sheer dress

₹6,100

Kanelle

Kurta

₹10,000

Kanelle

Pants

₹4,700

Iyla
Who says sustainable style is all about roomy, pared-back separates? Case in point: Iyla’s collection where traditional weaves make their way to suits, dresses with dramatic detailing and even bomber jackets.

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Iyla

Blazer

₹4,463

Iyla

Dress

₹6,673

Iyla

Trousers

₹4,463

Purvi Doshi
“My label is defined by hand-spun and handwoven organic fabrics, natural colours and hand embroideries, which generate employment for 300 craftsmen and craftswomen in India,” says Purvi Doshi whose intricately embroidered pieces put to rest the notion that conscious clothing can’t be statement-making. “We bust the myth that sustainable fashion is casual by making semi-formal, corporate and bridal wear,” she adds.

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Purvi Doshi

Jacket

₹25,650

Purvi Doshi

Top

₹14,450

Purvi Doshi

Kurta

₹14,000

Doodlage
Repair and recycle is their motto. When you purchase Doodlage’s upcycled designs that span two-toned denim and transitional layers in gelato hues they are delivered with a little repair kit containing buttons, hooks and threads.

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Doodlage

Shirt

₹6,500

Doodlage

Tunic

₹14,450

Doodlage

Knotted Dress

₹6,500

Pasithea
If what’s stopping you from making the shift is high price points, we may have found just what you’ve been looking for. “Even though we’re a sustainable label, we make our pricing affordable without compromising on the quality. Our fabrics are either collected as scraps from stores or they’re recyclable and our make-to-order process ensures no waste is created,” says Tanya Jain, founder of Ahmedabad-based Pasithea.

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Pasithea

Dress

₹1,800

Pasithea

Pants

₹2,475

Pasithea

Top

₹3,240

The Jodi Life
“We work with natural fabrics like cotton and silk. All our products are handcrafted and see hand block prints by skilled artisans from Jaipur,” says Gauri Verma, one half of the duo behind Jodi Life, a label whose bright, summer-ready styles have found fans in the likes of Sonam Kapoor. “The first thing that people picture when you say ‘sustainable fashion’ is earthy hues but our brand is all about colour and bringing happiness through prints,” adds Verma.

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The Jodi life

Dress

₹5,151

The Jodi life

Pants

₹16,229

The Jodi life

Top

₹4,031

Khara Kapas
They might seem easy but a lot of effort goes into making them. Khara Kapas’ made-to-order pieces use 100% cotton, natural dyes and even come in eco-friendly packaging. “One misconception we want to do away with is that sustainable fashion is not easily accessible and the only source for it is small boutiques,” says founder Shilpi Yadav.

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Khara Kapas

Dress

₹6,200

Khara Kapas

Dress

₹6,500

Khara Kapas

Dress

₹10,200

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