Until a while ago, sustainability in fashion was perceived as boring, often limited to simpler handloom styles or super expensive ones that were hard to afford easily. But as the Indian fashion space started to grow towards sustainable goals and conscious business, it was only obvious that by breaking certain stereotypes it was possible to foster innovation and progress in the fashion industry. By challenging preconceived notions, brands can demonstrate that sustainability can be stylish, diverse, and accessible to all. Breaking these stereotypes also encourages consumers to embrace sustainable choices, leading to a more conscious and responsible approach to fashion consumption. Here are some brands that have done so not just sustainably but also stylishly.
Doodlage
Image Source: Instagram/doodlageofficial
A brand that has given a fresh take to recycling and made it fashionable, Doodlage sets the bar high when it comes to sustainable fashion. Inspired by the childhood experiences of founders Kriti & Paras in India, where upcycling was a deeply rooted tradition, Doodlage aims to revive that mindset by transforming factory waste and post-consumer waste into limited edition collections and new fabrics. They prioritize longevity and seasonless designs, breaking the cycle of fast fashion. Additionally, Doodlage goes beyond fashion by repurposing waste into accessories, soft furnishings, and packaging, all while ensuring ethical production practices.
Beej
Image Source: Instagram/studiobeej
Even as plant-based leather grows in popularity, there are not very many brands that bring the same to the forefront for the Indian consumer. Beej is one of the few that has pioneered its way into the alternative leather space. With a focus on innovation, craftsmanship, and a growing community of like-minded individuals, Beej challenges the notion that sustainability and style cannot coexist. By using plant-based leathers like mirum, desserto, cork, and pinatex, the brand sets an example for others in the industry to follow, showcasing that sustainable fashion can be both trendy and environmentally responsible. Its bags and accessories are sure to be a great alternative to the conventional leather choices out there.
Foundree Jewelry
Image Source: Instagram/foundree_
Foundree breaks sustainability stereotypes in the jewellery industry through 3D printing. With minimal waste and reduced CO2 emissions, each piece is made to order, eliminating excess production. They also prioritise circularity by offering a return system where customers can send back their jewellery to be reused. Foundree further challenges norms by using sustainable packaging made from recycled plastic bottles, while infusing traditional designs with a modern touch through their innovative manufacturing process.
Bare Necessities
Image Source: Instagram/barenecessities_zerowasteindia
Bare Necessities’ founder Sahar Mansoor's personal journey towards zero-waste living led to the creation of a company that reflects values of ethical consumption, sustainability, and the promotion of mindful lifestyles. The brand tackles flaws in manufacturing, distribution, and consumption head-on. With a people-centered and earth-centered approach, they provide innovative solutions to waste while emphasising ethical sourcing and the empowerment of women. Through their zero-waste products ranging from personal care to home care and lifestyle, educational workshops, and sustainability consulting services, Bare Necessities aims to change the narrative on waste in India and inspire individuals to reduce their environmental impact.
Jodi Life
Image Source: Instagram/thejodilife
Founded in 2014, the clothing brand Jodi has revolutionised the traditional textile art of block printing with modern silhouettes, unique prints, quirky aesthetics and a transparent production process. With a commitment to traditional, artisanal techniques, all Jodi pieces are handcrafted in India, celebrating the natural variations and charm that make each creation unique. By prioritizing sustainability and preserving traditional craftsmanship, the brand has redefined the notion that fashion must compromise on environmental consciousness. One look at a Jodi garment, and you’ll never say that sustainable fashion is boring!