Sustainability is more than a buzzword. Gone are the days when sustainability was a good to have asset for organisations and brands. Today, the environment conscious consumers have made sure brands sit up and take notice, that they walk the talk when it comes to sustainability.
Fashion industry has always been targeted by eco-conscious groups because the very nature of the industry allows for multiple lapses when it comes to affecting the environment. From using too much water to chemical dyes, plastic packaging, plastic buttons, and practices that lead to soil and water pollution, the industry can work on so many things to change its image. It is interesting that it is not just brands which are responsible for making the industry more sustainable than it is today, a part of the onus lies with customers as well. Most consumers are used to the idea of buying several clothes at cheap prices (fast fashion), not even wearing them enough, and eventually throwing them away. The result is increasing landfills which can be easily avoided if people decide to buy only few pieces they can wear again and again and recycle them instead of throwing them away. Myntra, under its Myntra for Earth concept, houses hundreds of eco-friendly brands that offer organic and sustainable clothing and accessories to customers. One such brand is Vanca Eco. The brand uses only sustainable fibres, natural dyes and ships its products in recycled packaging only. The brands works directly with local artisans to make sure they get their fair share of price value of the product. But perhaps what stands out the most is the fact that Vanca eco asks its customers to sell used clothes back. They then use the used clothes to recycle them or upcycle them to make something like mats or quilts. This means Vanca Eco clothing won’t land to a landfill frequently. Initiatives like these by eco-friendly brands like Vanca Eco sets a benchmark for brands in the similar space in India. It also does its bit in educating customers on what is the right way to buy clothes and use them without harming the environment. It is important to not own hundreds of clothes. Customers should open their wardrobes and take out the clothes that they actually wear. They should then donate the rest. They can also focus on brands that work for them. Brands that offer clothes that are in sync with their style sensibilities and stick to that. So the idea is to buy less, use more, wash a little less, and recycle or upcycle or donate when a particular item of clothing is of no use to you. Myntra works with several homegrown small businesses in India. It covers the stories of these brands, their journey, how they started, what is their USP etc. in their Master stroke- stories of partnership series on their corporate blog. Watch the video to know more. In this video, Vanca Eco’s CEO and Myntra Brand Partner Rajeev Sinha talks about slow fashion, why the movement is gaining popularity these days, and how Myntra has helped him scale his brand to reach more and more eco-conscious consumers.
Source: https://uberant.com/article/1841485-myntra-brand-partner-vanca-eco-offers-next-level-sustainability/
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
December 2021
Categories |