The winter season is here and so is this season’s festive vibe. Yes, that is Christmas and New Year. And to add more excitement to the season Myntra is here with the launch of a new brand named. DeFacto. The Istanbul-based brand started its journey back in 2005 to showcase Turkish fashion.
With the growing demand for organic choices of shopping, Myntra is happy to share that DeFacto stresses a lot of sustainability. The brand has focussed on multiple sustainability measures such as using fabric scrap, minimizing the use of electricity, upping their water, and making it chemical-free. The brand aims to use 100% sustainable cellulose yarn by 2023 and to create 100% zero waste. That’s one of the major reasons why Myntra unveiled the brand on its e-commerce portal. Myntra itself has taken up multiple initiatives to deliver sustainable fashion to its conscious customers. To know more about Myntra’s environment-friendly measures, read on Myntra’s official website. So, What DeFacto offers? DeFacto has over 900 style options on the Myntra store for women, men, and kids. However, that’s not it. The Turkish fashion brand aims to scale it up more and bring more options for customers on the Myntra platform. By being launched on Myntra, India’s biggest fashion e-commerce provider, DeFacto wants to raise its bar in India by reaching out to the Indian audience that is conscious of its fashion choices. On the launch of DeFacto on Myntra, Sharon Pias, Chief Business Officer, Myntra said, “Being the one-stop fashion and lifestyle destination for international brands in India, we are in constant pursuit to cater to the needs of new-age Lifestyle consumers. The launch of DeFacto on our platform will further boost the mass premium segment. DeFacto makes for a significant addition to our portfolio and enables us to provide the best of International fashion brands at affordable prices.” Myntra’s sustainable efforts Over the last few years, Myntra has launched several sustainable brands on its platform to promote eco-friendly shopping options. One initiative Myntra took to promote sustainability was on its platform was to Introduce ‘’Myntra for Earth’, a dedicated fashion experience for sustainable fashion alternatives. It was launched in October 2020 and the initiative offered more than 5,500 sustainable styles from 70 brands including stylish dresses, classy ethnic wear, tops, tunics, and much more. The initiative focused on bringing together brands that use sustainable materials to deliver fashion to its shoppers. These materials were handloom and handcrafted items and more usage of organic, natural-dyed, recyclable, eco-friendly, vegan, and cruelty-free material. To know more about Myntra For Earth initiative, read on Myntra.com. Myntra definitely has a long list of sustainable brands on its eCommerce portal. And some of the top leading brands are H&M, Mango, Adidas, Fabindia, Unnati Silks, Bharatsthali, Pothys, Nino Bambino, Pranava, Lily & Sid, Metro Kids Company, Kama Ayurveda, Forest Essentials, The Body Shop, etc. Myntra aims to deliver fashion with the idea of bringing sustainability closer to its customers and has many exciting projects underway. However, for that let’s wait!
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