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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