PEOPLE WHO ARE REDEFINING COTTON, THE STAPLE FABRIC OF OUR LIVES
Founders of sustainable brands that use mind-blowing cotton alternatives for their chic designs
Touted as the second most polluting industry in the world, the world of fashion is amid a reset. Long regarded as the most breathable natural fabric, Cotton requires more than 20,000 litres of freshwater to produce a kilogram! Not seeming desirable any longer, the search for an alternative to cotton has become a major trend in the world of sustainable fashion but has just gained momentum in our country. Fibres from the likes of Banana, Soy, and Pineapple are suitable alternatives to cotton but have not been considered in the right light, so let’s meet the Green Crusaders who have given these alternatives a fresh lease of life, making them not just environmental-friendly but downright fashionable as well!
Kriti Tula, Doodlage
Perfect sync of sustainability and innovativeness, Doodlage is the brainchild of Kriti Tula who came upon the idea while doing her internship in an export house. The brand works with eco-friendly fabrics, such as organic cotton, corn fabric, banana fabric. Not only this, their another mind-blowing source of fabric is the leftover or quality discarded textile from large manufacturers, which otherwise accounts for ‘wastage’ in export terms. Isn’t that genius? Of course and her endeavours in the field of sustainability have been well acknowledged and have won her a great scoop of prestigious awards – Grazia Young Fashion Awards, Elle Graduates 2016 Awards to name a few.
Photo credits: Kriti Tula
Photo credits: Doodlage
Madhurima Singh, Dhuri
Dhuri’s founder Madhurima Singh always endorsed the fact that good design is a balance of creativity and functionality. Blending Science with Heritage, the brand is a treasure box of classic fabrics, ranging from Handloom to the latest organics like Ingeo, Tencel, Soya protein fibre, Bamboo fibre, and banana fibre. Having worked with the Fashion Czar Sabyasachi Mukherjee himself, she strives to put a lot of thought behind every design and detail, and that shows. Drawing inspiration from colours, every collection or range begins a palette with wearability and durability lying at the core of her designs.
Photo credits: Madhurima Singh
Photo credits: Dhuri
Kavya Praneeth, The House of Akshar
Kavya Praneeth is the woman behind, The House of Akshar which boasts of being the only Indian sustainable brand that has such a wide (and exceptional) variety of alternative sustainable fabrics such as soya bean, banana, milk, hemp, lotus, and flaxseed, with an aim to create outfits that are sustainable, comfortable, and uber-stylish. Conceived in 2018, the brand creates delightful designs to suit every mood and is good for your skin too! The outfits are minimal with sharp silhouettes and fit to flatter pretty much any body type. Moreover, all their fabrics are organically dyed with a focus on zero wastage while making their collection.
Photo credits: Kavya Praneeth
Photo credits: The House of Akshar
Jyoti Sachdev Iyer, Core
With an aim to change the way people perceive slow fashion, Core was launched by Jyoti Sachdev Iyer in February 2019 and reflects her distinct minimalist approach towards fashion. Focusing mostly on solids their current collection showcases an array of apparel with clean lines, crisp cuts, and minimalistic aesthetics. She primarily focuses on using eco-friendly fabrics that are transformed into finely tailored collections and are sourced from verified organisations across the world. Honestly, she brings life to her luxurious everyday wear collections while following her philosophy ‘Less is More’.
Photo credits: The Deccan Chronicle
Photo credits: Core
While the world is whining about the ill effects of cotton, the likes of such people are already working towards a solution because for them, sustainability ‘is not just a trend but a way of life’.
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