FOUR LITTLE THINGS

https://fourlittlethings.com/

Sustainable Fashion Guide

India By

Upasna Malhotra

Sustainable Lifestyle Blogger

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About Four Little Things

Let me be the first to welcome you to the world of sustainability! I think that Absolute sustainability is a myth but it is my vision to help you make better, thoughtful and informed choices towards a more meaningful future through my Sustainable Lifestyle blog – four little things!

I have broken down the complex landscape of nature, life and sustainability into four little, but significant things which I preferably call ‘my sustainability mantra’ to connect us to our roots as nature is our only true home and we are set on destroying it!

What Can We Do?

Now, the question most relevant to our generation should be ‘What can be done to save the

fragile beauty of Earth’s ecosystem? This is where the four little things help us in developing a balance between nature and humans by creating stories of a sustainable future:

My Sustainability Mantra

1. Eco system 2. Slow living 3. Ethics and responsibility 4. Culture, craft and community

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Introduction

Sustainable fashion in simple words is ‘redefining good design’ by understanding the social, cultural and environmental impacts of fashion. Therefore, there is no denying

that sustainable fashion has been growing over the last few years. And 2020 is set to take the trend even further into here-to-stay season. Also, I believe that Nature inspires us be truly sustainable and look at life from a new conscious angle. So, here you can find a curated guide of sustainable brands in India to shop online for environment-friendly and ethical fashion.

“I believe the natural beauty of fashion lies in ‘sustainability’ and taking part in this slow and conscious fashion revolution is the need of the hour in order for us to have a sustainable future.”

A few years back, when I was organizing my closet, I was shocked to see the enormous amount of clothing which I had and would hardly wear. In spite of that, I used to invest in more as I love clothes and fashion is like second nature to me. But this instance was like an eye-opener for me.

That day I decided to go by the motto ‘’Buy less, Buy right’’. I have now moved towards a lifestyle that is slow and sustainable.

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I still love Fashion and you should too, but we also have to commit ourselves towards

our moral imperatives for nature through better choices, sustainable practices and a slow lifestyle.

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6 Ways To Build An Earth friendly Closet

We need to break away from the toxic mentality that encourages us to buy unsustainable products and inculcates a throwaway disposable attitude towards them.

“As consumers we have so much power to change the world by just being careful what we buy.” – Emma Watson

So, what can we do to reduce this fast fashion season and throwaway culture? We can start by following the simple formula of 6R’s of sustainability and making circular economy as a norm in this new age. Notably there are 6R’s associated with

sustainability. Let us look into each one of these simple ways to live more thoughtfully.

1. Rethink –

Think about your current lifestyle. Do you think it is sustainable? If not, now is the time to rethink your lifestyle and your future purchases. You can reduce the amount of material produced, energy used and waste generated by buying less and buying only

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what you really need.

2. Refuse –

How often do you think before buying a new product whether you actually need it or not? Have you ever considered the environmental and social impact of every new product that you add to your home? Can we just refuse to buy unsustainable products which are not only harming the fragile beauty of earth but also creating social inequality. So now is the time to start refusing the unwanted and unsustainable and embracing the real beauty of the sustainability.

3. Reduce –

Reducing means minimizing the amount of material and energy used during the entire life cycle of a product. Say for example, you buy a T-shirt. You wash and tumble dry the same T-shirt over and over again during the entire life cycle. Can we reduce tumble drying which uses enormous amount of energy and instead use line drying? This is just a small example of how we can make positive changes by reducing energy and material usage in our daily lives.

” If it can’t be reduced, refused, repaired, rebuilt, refurbished, refinished,

resold, recycled or composted, then it should be restricted, redesigned or removed from production.” – Pete Seeger

4. Reuse –

This is probably my favorite and the most easiest one of the 6Rs of sustainability. You will be surprised to know that we produce 90 million tonnes of textile waste every year globally. It is not only necessary but the only option for us to reuse what we already have again and again and make circular economy the new norm. Try buying from Zero-waste stores, creatively reuse your old cans, bottles, containers, etc. , use products in

innovative ways. There are a million other possibilities on what you can do to reuse materials and products to move towards a zero-waste living.

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5. Recycle –

To protect our biodiversity and diminishing resources, recycling what we produce and use is extremely important. You should always try to buy products made up of recycled materials or materials which are 100 recyclable such as glass, paper, etc. Get a recycle bin for your home and collect all items which you wish to recycle in one place. Garden and Kitchen waste degrades into compost and is an excellent way to nourish your garden. There are also many local and global recycling facilities which you can reach to convert waste into something that can be used again. Nowadays plastics are converted into fibres to make fabrics, old newspapers are recycled into new, etc. to name a few.

Panipat in North India, biggest textile recycling hub receives fashion waste from all over the world. However, the recent rise in global demand for ‘fast fashion’ is threatening the future of this recycling industry with new clothes being as cheap as the old recycled ones.

6. Repair –

When a product breaks down, what is your instant reaction – do you immediately think of replacing it with a new one or try to fix it? Fixing a product is no rocket science and can be easily done either by you or by an expert. It is not sustainable to buy a new product each time there is a problem with what you already have. I like repairing my

own clothes by hand and even on a sewing machine. So what are your repairing today?

Thus, don’t just buy products because you can, instead invest in systemic change towards a slow lifestyle and sustainable future.

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Sustainable Materials To use For Your Mindful Closet

Nature is a beautiful artifact which teaches us that real beauty lies in giving back. Today there is a toxic mix of human and environmental destruction. So, there is an urgent need for Ecological sustainability practices and respect for planetary boundaries.

“We have only 50 years to make changes in the current systems to determine the fate of humanity for the next 10,000 years.’’- Johan Rockstrom, a Swedish professor from Stockholm University.

I have broken down the complex landscape of nature and life into little, but significant things which I preferably call ‘my sustainability mantra’. This will connect us to our roots as nature is our only true home and we are set on destroying it! So, here are the 5 things you can do right now to reduce the impact on Earth’s ecosystem:

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1. Eco-materials –

Nowadays, there are many natural, green and eco-friendly materials available such as cotton, jute, hemp, bamboo, cane, pineapple, coconut coir, wood, etc. You can choose these earth friendly alternatives to those unsustainable products and start making a difference.

2. Sustainable Alternatives –

Additionally, try using materials that are sustainable but may or may not be natural and bio-degradable such as glass which is 100% recyclable, recycled polyester, recycled plastic, ceramics, pottery, recycled paper, textile waste, copper ware, cast iron, etc.

3. Organic resources –

As a consumer, you should use organic materials with International standard certifications of responsible sourcing and production methods such as GOTS, APEDA, USDA, QAI, NICS, EU Organic certification, etc.

4. Cruelty-free and Vegan choices –

I believe that all living forms have an equal right to live. You can make a conscious choice of products which are cruelty free and do not harm animals and other species. It is rightly said that Animals are here with us, not for us.

5. “Be responsive to change” –

You can try to buy products which have lower impact on the eco-system to leave a sustainable future for the coming generations. This is just a little beginning to the wonderful

things we can do in our journey for environmental justice. Together, we can shape a future for all living forms within our only home.

Government Initiatives

With the recent government initiatives like ‘Make In India’ and ‘Vocal for Local’, Indian local art forms and artists are receiving the much deserving attention. More and more brands

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are now following the sustainable route to save the planet, culture and communities. We all

have a duty not only towards our mother nature but also towards our local communities, culture and people. By supporting local crafts, brands and manufacturing, we can make a huge difference!

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Sustainable Fashion Brands In India

I believe that what we wear should be fundamentally earth-friendly and socially responsible. So, here is an Ultimate Directory of Local Indian Brands that are working hard to protect the real beauty of fashion:

1. Buna by Pallavi Shantam –

• Category – Womenswear

• Price – Starts at INR 2800 • Shop at – https://www.bunastudio.com/

Buna celebrates the timelessness of rich Indian heritage textiles woven with stories from

nature, culture and community. The brand approaches modern day fashion through sustainable practices and thoughtful living. I personally love their zero-waste collection, ‘Girl with the Bluebonnets’ inspired by pastoral lifestyle and made with discarded fabrics featuring irresistible maxi dresses, comfy skirts and voguish shirts. The brand is also

committed to made-to-order model for its products to reduce inventories.

2. World of Crow by Shaila Khubchandani –

• Category – Womenswear

• Price – Starts at INR 2600 • Shop at – https://worldofcrow.com/

World of Crow redefines fashion through their elevated and sophisticated silhouettes for the modern age women. The brand embraces natural textiles such as organic cotton and traditional crafts of India to create contemporary pieces which are comfortable and chic at the same time. They also have some inspiring fashion and lifestyle blogs.

3. The summer house (a unit of summerrays lifestyle pvt. ltd) –

• Category – Womenswear, Home • Price – Starts at INR 2500 • Shop at – https://thesummerhouse.in/

Eco-consciousness, ethics and inclusivity are the foundation roots for ‘the summer house’. This is my personal favorite with fresh and easy silhouettes which are graceful and full of poise for the women of today. I also love their Denim 2.0 collection featuring 100% recycled, handwoven, non-toxic denim fabric. The brand works directly with the artisans and NGOs to ensure fair trade practices.

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4. North mist by Arijit Mazumdar –

• Category – Super affordable T-shirts, Essentials

• Price – Starts at INR 799 • Shop at – https://www.northmist.com/

With the motto of making world a better place, North mist mainly a T-shirt brand in India which approaches sustainability by infusing everything organic with timeless designs. The reason this particular brand makes it to my eco-list is because of 100% organic cotton used to make T-shirts, which is one of the most commonly produced and worn garment globally.

Then why not make a better choice!

5. blabel (a brand by Bombay Hemp Company) –

• Category – Womenswear, Menswear, Home & Living, Handloom accessories • Price – Starts at INR 356 • Shop at – https://www.blabel.in/

I have heard so many beautiful things about this label that I had to include it in my eco-list.

The brand uses hemp which is one of the most sustainable plant fibres in its collections. Hemp is strong, needs less water to grow than cotton and gives a higher yield. It is also known as the sustainable wonder crop and is sweeping the world of fashion. There is no doubt about this miracle crop being a sustainable solution to water stress and farmers.

6. Chola The Label by Sohaya Misra –

• Category – Womenswear • Price – Starts at INR 6000

• Shop at – https://www.cholathelabel.com/

The brand is created on the sustainability mantra of ‘less is more’. The use of natural and comfortable fabrics narrates the brand’s idea of clean, relaxed and minimalistic silhouettes with plenty of details. I really like the soulful and unique design stories narrated through the collections.

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7. Good Earth by Anita Lal –

• Category – Apparel, Accessories, Home and living, Gifting, Designer series

• Price – Starts at INR 700 • Shop at – https://www.goodearth.in/

This is a perfect one-stop shop for everything sustainable, artisanal and fairly made in India. I absolutely love ‘Good Earth’ and their newly launched label ‘Nicobar’. They also have an alluring story feature curated with inspiring tales on nature, travel, style, gifting and a cookbook series. Their immersive website is as pretty as a picture and also has curated designer collections from Raw Mango, Anavila, Ezma, Artisau, Buna, 11:11, Kesya. I am constantly looking for this brand online to see what new products with traditional design inspirations and beautiful stories, they come out with!

8. Arteastri by Ratnabali Mitra

• Category – Apparel, Accessories, Home • Price – Starts at INR 275 • Shop at – https://arteastri.com/

If you are on the hunt for unique and sustainable Stoles and Dupattas, look no further than

Arteastri. The brand works directly with the artisans, weavers and rural co-operatives in Eastern India. This in turn gives a boost to the local employment opportunities. And also empowers women by revival of East Indian crafts like the Kantha stitch and Jamdani from Bengal. My personal favorite and a must-have from the brand’s collections is the Ahimsa silk Baluchari stoles with intricate handloom weaving. The sustainability quotient and the

affordable price point, makes Arteastri a perfect choice for a greener closet!

9. Byloom by Jeet Banerjee and Malavika Banerjee

• Category – Apparel, Accessories, Fabrics • Price – Starts at INR 1350 • Shop at – http://byloomonline.com

Byloom is certified with a seal of excellence by UNESCO for handwoven textiles and supporting craftsmen. The styles offered by the brand are contemporary yet rooted in Indian tradition. The timeless handloom saris embracing the beauty of Bengal make for a compelling style statement. They are endorsed with exceptional weaving techniques handwoven by craftsmen. Byloom is rooted in the belief that we have a responsibility to preserve our traditional skills. And also to protect the interest of the weavers and craftsmen

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of our country. So, shop at Byloom for an ethical closet infused with traditional Indian crafts

that will last!

10. Brown living by Chaitsi Ahuja, Varun Ahuja, Zashank Bhatia

• Category – Apparel, Home and Living, Gifting, Personal care

• Price – Starts at INR 70 • Shop at – https://brownliving.in/

This is probably your one-stop shop for all things ‘Made In India’, Cruelty-free and Earth

friendly. This brand is based on the Brown lens framework for transparent and responsible production methods. This sustainable brand marketplace, offers everyday use products from a multitude of brands in India. The brand has a huge inventory of products with prices starting at INR 70. So, this is the place to find sustainable, zero-waste and eco-conscious products for a thoughtful lifestyle.

11. Bhusattva by Jainam Kumarpal A brand owned by Rising Tradelink Ltd.)

• Category – Apparel • Price – Luxury • Shop at – http://www.bhusattva.com/

The story of this brand is beautifully encapsulated in a video which embraces the real beauty of Earth. It focuses on a sustainable, conscious and organic revolution in the world of fashion. The design innovations rooted in tradition and ancient art forms, help in empowering the generations. The brand has various social projects for the revival of these arts, which truly makes Bhusattva, a socially responsible luxury brand. Bhusattva also

promotes the use of organic fabrics and herbal dyes to reduce the impact on ecosystem. I ,personally, am always attracted towards brands who celebrate India and its culture.

12. Pikalove by Deepika Sarode

• Category – Apparel • Price – Starts at INR 1499 • Shop at – https://www.pikalove.com/

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Pikalove is based on the sustainable pillars of eco and social consciousness. The

contemporary styles rooted in age old traditions are all handwoven and handcrafted. The brand focuses on organic materials such as organic cotton and linen. They also use only natural dyes and sun drying practices to support the sustainable philosophy of the brand. If simplicity and elegance is your fashion mantra in the world of sustainability, you are going to love Pika!

13. Upasana-Auroville by Uma Prajapati

• Category – Apparel

• Price – Starts at INR 380 • Shop at – http://upasana.in

Upasana is a very socially and environmentally responsible label. The brand has been continuously working hard through various social projects such as the:

1. Kapas – An organic cotton project in Madurai. 2. Varanasi weavers – a project to support the weaving communities of Varanasi.

3. Tsunamika – a project which provides livelihood to fisher women. 4. Paruthi – supporting India’s organic farming community. 5. Small steps – Creating compact environment friendly bags.

All these steps taken by the brand encourages farmers to cultivate organic cotton. It also supports the livelihood of communities and empowers the artisans. It also provides natural alternatives to unsustainable materials. As we are more mindful than ever about investing not only in fashion but in our planet, sustainable options are perfect for those needs.

14. Lake Peace

• Category – Apparel

• Price – Starts at INR 1049 • Shop at – http://lakepeace.in

Lake Peace is one such brand that cares deeply about the environment, animals and the people to create a healthier eco-system. As a consumer, it is also our responsibility to choose brands build on the concept slow and sustainable. This translates into a better life for all living species and nature. Lake Peace creates beautiful Vegan clothing, thoughtfully designed and responsibly manufactured to leave a minimal trace. So, if you are looking for ethical and sustainable clothing, check out responsibly made pieces at Lake Peace!

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15. Anavila by Anavila Misra

• Category – Apparel, Accessories, Toys

• Price – Starts at INR 650 • Shop at – http://anavila.com

Anavila is the epitome of sustainable luxury fashion in India. It bridges the gap between Indian ethos and modern day elegance with flattering silhouettes and accessories. The brand works closely with the craft clusters, supports the livelihood of artisans and promotes Indian art forms. Anavila is pretty obsessed with creating an ethical and sustainable supply

chain. You can get thoughtful designs and whimsical color palettes for every occasion. You’ll also find responsibly made wardrobe pieces at Anavila. These you can imagine wearing and loving for years!

16. Treewear by Mishal Pardiwala and Mikail Pardiwala

• Category – Apparel, Personal care • Price – Starts at INR 299 • Shop at – https://www.treewear.org/

The brand believes in the concept of slow and organic fashion. It ensures low impact on the environment through commitment to careful sourcing and production practices. The GOTS certified organic cotton is not only good to wear but also is great for the ecosystem we live in. Treewear offers some easy casuals, elevated basics and personal care products. Treewear’s mission is to approach fashion and living in a mindful and transparent way. So, if you are making a shift to a greener and ethical closet, Treewear has something for everyone!

17. Why So Blue by Shweta and Jaya

• Category – Apparel, Home, Masks • Price – Starts at INR 180 • Shop at – http://whysobluelove.com

Whoever said that sustainable cannot be fun did not have a chance to come across whysoblue. Run by Partners Shweta and Jaya, whysoblue merges the themes of conscious/cotton/customization. Their collections are made with fabrics hand selected from

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across India. These styles are wearable and affordable in addition to being friendly to the

planet. Prices start at Rs 2000 for outfits.

PS: Look out for their lovely masks

So, this gives you a comprehensive list of some of the local sustainable brands in India. These are also all available to shop online to make your closet greener and more thoughtful.

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Vegan Leather Brands In India

In my opinion, Absolute sustainability is a myth. While, on one hand we have ‘leather’, which is of animal origin, but wears over a long period of time. On the other hand, we have ‘Vegan leather’, which is mostly made out of plastic polymers and is bad for the environment. However, Vegan leather can also be made from innovative and eco materials, but it will still have some impact on the environment.

So, here is a checklist for all you earth lovers before buying a Leather or Vegan Leather product:

1. Always check for the sustainable source of leather and its production practices, 2. Try to opt for natural vegan leather versions which have comparatively less impact

on environment, 3. Also, before making a buying decision, you should explore all aspects including the

possible impact on the environment, 4. Try to buy products made of real grade (ethical and sustainable) leather or plant based

vegan leather which have less impact on earth and earthlings. 5. Check whether the Vegan leather is Faux/PU/Artificial leather or Natural made out

of plant/fruit-based fibres.

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So, here is a list of Natural Vegan bag brands in India which are using innovative and plant-

based alternatives to produce leather products. All the brands listed below use Peta approved (Natural/Faux) Vegan leather. These brands are proudly Indian and built on the philosophy of promoting ethics, sustainability and cruelty-free materials.

1. Broken Mate –

o Features – Peta approved Vegan (PU/Faux Leather), handmade

o Our Pick – Throwback charcoal pouch sling o Price – INR 1100 o Shop at – www.brokemate.com

Image copyright @brokenmate

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2. Zouk –

o Features – Peta approved Vegan, Jute fabric lining, handcrafted o Our Pick – Flo Love Tote bag o Price – INR 1199 o Shop at – www.zouk.co.in

Image copyright @zouk

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3. A Big Indian Story –

o Features – Peta approved Vegan, Pinatex (made from pineapple fiber) o Our pick – Pinatex Half Moon bag o Price – INR 5100 o Shop at – www.abigindianstory.com

Image copyright @abigindianstory

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4. Arture –

o Features – 100% natural cork fabric, waterproof, anti-fungal, anti-bacterial, sustainably sourced from oak trees

o Our Pick – Arden minimal wallet – Natural o Price – INR 3470 o Shop at – www.myarture.com

Image copyright @arture

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5. Aulive –

o Features – Peta approved Vegan, Pinatex (made from pineapple fiber) o Our Pick – Aulive amber pina sling o Price – INR 4990 o Shop at – www.aulive.in

Image copyright @aulive

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6. Vraj Bhoomi –

o Features – Peta approved Vegan, Ajrakh (hand block printing technique), reviving dying Indian crafts

o Our Pick – Everyday Tote bag – Indigo Love o Price – INR 1650 o Shop at – www.vrajbhoomi.in

Image copyright @vrajbhoomi

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7. Moon Rabbit –

o Features – Peta approved Vegan (PU/Faux Leather) o Our Pick – Hard candy backpack o Price – INR 2699 o Shop at – www.moonrabbitlifestyle.com

Image copyright @ moonrabbit

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Conclusion

I hope that this Beginner’s guide has been a successful start to your sustainable fashion journey. I will keep updating, this guide with more facts, stories, brands and figures going ahead.

Please check back soon for more updates for all things sustainable. Please keep following https://fourlittlethings.com/. We are also available on Facebook and Instagram.

Lots of Eco-love!

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