The Game of SUSTAINABLE FASHION

 Sustainable Fashion : What ? When ? Where ?

I have already given a peek of this topic in one of my earlier blogs , but let's start again with a fresh mind , fully devoted to this one single topic .

Sustainable Fashion is a process that not only deals with fashion products but also fosters fashion system towards greater ecological integrity and social justice . It refers to the garments and accessories that have been made in a mindful way and this sustainable fashion industry concerns more than just addressing fashion textiles and products , it comprises addressing the whole system of fashion .

The whole idea of sustainable fashion begin in 1962 with a book named 'silent spring' published by an American biologist Rachel Carson. In this book she exposed how the fashion industry is harming the environment on a greater level. This book came in like a wave and the impact was seen in the following decades .

Sustainability does not always mean to make a drastic change in living or minimalism or slow fashion , these are just the few terms attached to it . What it actually means is what you yourself are willing to do to save the environment and carry forward an ethical social structure . It is always said that Every Bit Counts !  and yes , it does . It all about you , if each person gets up and thinks about working towards cleaning this system even by just saving a bucket of rainwater , it will make a difference , it will cause change , it is sustainability , not drastic but Sustainability .

SUSTAINABLE BRANDS : 

Sustainability is not a destination it is a journey , it is a process which could never end at some point of time. The whole idea revolves around what little steps are we taking towards it. So what makes a brand sustainable? Growing plants , saving water , using natural fibers , labor protection , less chemical usage ?  According to me you don't have to follow each and every aspect of sustainability , i mean it's not possible and not even practical , but even if a brand is trying to stick to any one aspect of sustainability , I call it a successful sustainable brand . Now let's look at a brand following the path of sustainability -

PACT :

Pact is the fastest growing organic cotton basics brands in the U.S les by Brendan Synnott . The brand is all about super soft , skin friendly clothes and putting people first. Pact's mission is to change the apparel industry for good by upholding high environmental and social standards of Fair Trade USA and Global Organic Textile Standards. Their launch in target as it's first fair trade apparel brand represents the growing voice of the conscious consumers and the success of a larger movement transforming the way apparel is made.

MATERIAL USED :

Pact uses the fiver cotton and calls it as 'Earth's Favorite Fiber ' . They use orgainc cotton as it sustains the health of soil , ecosystem and people by using natural farming processes which means no toxic chemicals and 91% less water consumption than non-organic cotton production. Their products are certified by The Global Organic Textile Standards. GOTS is the world wide leading textile standard for organic fibers, including ecological and social criteria backed by the independent certification of the entire textile supply chain. Conventional cotton often requires the use of chemical-laden pesticides and increases the debt burden on the farmers and leaches into the land and water. Organic cotton is generally grown in subtropical areas like India, Turkey and China from non genetically modified plants . The usage of this particular fiber not only does good to the environment but also it sooths the skin. The material itself is so soft that if forces the costumers to keep on buying it . Another material that Pact uses is Elastane, which is a variant of spandex .

PRODUCTION :

Since the brand is certified by Fair Trade It ensures that the people working for them , the labors , craft persons , and all the workers are treated fairly with additional income to invest in their communities . Fair Trade certification is helpful to know that products are being produced in a more ethical place , and in a more ethical way . All the apparels are made in India with organic cotton and all the socks and tights are made in Turkey. Manufacturing ensures no child labor , no toxic dyes and no pesticides .

OBJECTIVE : 

Pact is aware that the fashion industry is among the leading polluters in the world and it aims to make a change . The brand is totally organic which differentiates it with the other trend chaser brands. The brands objective is to provide good quality clothing which is both skin and environment friendly . It also focuses on fair trade policy and ensures that the workers are treated properly . 

Watch this video to get a clear picture of the The Sustainable practices followed by pact :

Review : 

In my opinion i feel that PACT is an average brand which is trying to enter sustainability but isn't clear about it's concepts . The material they are using is well defined but when it comes to techniques , their are very little traces of information about it . The major positive point is that PACT is fair trade certified which itself ensures ethical trade . But what I observed is that this brand has over advertised the word organic and the usage of cotton and has shaded the part of manufacturing . PACT has nowhere mentioned any measurement of it's water usage , pollution , greenhouse gases etc . But If we turn around with a clear mind and look to the other side  we would observe that whatever little efforts this brand is making , it is bringing change , as I said earlier that you cannot adopt each and every practice of sustainability but whatever little efforts you make , it counts. And now we only know what these brands are telling us , no one knows about what actually is happening , are they even using organic cotton , are they actually paying their labor properly . It is a still a point of concern .  

Some Indian sustainable clothing brands -

KA SHA -

Karishma Shahani Khan created a clothing line out of plastic gunny snacks , old chandeliers and second handed sneakers while studying in LONDON. Now based out of pune her label explores natural fabrics and works closely with artisans across the country . Her zero waste HEART TO HAAT focuses on upcycling discarded clothing.

NICOBAR -

This brand is a slow fashion brainchild of Simran Lal and Rahul Rai , inspired by tropical living. Their core brand only uses organic cotton and natural fibers like bamboo. Their woolen collection uses recycled wool, and kidswear is made entirely leftover fabric. Plus most of their production comes in plastic free packing.

NO NASTIES -

No Nasties is Goa's first organic clothing brand and a pioneer of sustainable fashion in India. This brand is founder by Apoorva Kothari . They use organic cotton seeds on fair trade farms . They have a strict restriction of synthetic pesticides and GMOs. The entire manufacturing process is eco-friendly and ethical. 

PANI SWIMSUITS - 

No one knows that most swimsuits leach microfibers into the ocean . And this label has surprised us by focusing on such an unconventional issue and serving us with the best solutions . This brand makes body-positive swim suits . Their range is made out of recycled fishing nets which makes it a sustainable brand .

MY VIEWS - 

I feel each of these sustainable brands are trying to do their part to save the environment and make a line which is not entirely but partially eco-friendly. One this I found common in these brands are that almost every sustainable brand is focusing on including natural fibers , preferably cotton , which puts them into a same page . Each brand can also push their production process by focusing on the other little aspects as well, they can reduce water usage , they can shift to fair trade and what not . But whatever they are doing is causing change and makes us a step closer to a better cleaner world. 

Referencing - https://sourcingjournal.com, wearpact.com , https://www.prnewswire.com/,

https://www.panaprium.com/