JOIN USClothes are not only the objects closest to our skin, they also play a part in shaping our personalities, heavily influencing others’ first impressions of us.
With so much banking on our clothing choices, it is surprising that most consumers have not been paying too much attention to what they pick and what manufacturing processes the products go through. Fast-paced fashion has had us convinced, for the majority of modern fashion history, to view articles of clothing as merely end products. Fortunately, this scenario is now changing and individuals are beginning to care about the sustainability and ethicality of the journey of their clothes from fields to closets. There is a gradually rising demand for organic products and eco-fashion with the goal to combine environmentalism, social responsibility and of course, style.
In 2012, the world’s largest summit on fashion sustainability was held in Copenhagen, and the Indian market is not far behind in terms of adopting the organic path, with brands either going green or starting green in a big way. Organic clothing offers a wide range of options, be it ethnic wear, clothing for children and infants, elegant sarees or office fashion. The fiber and fabrics used are sourced from all over the country, and include hemp, cruelty-free silk, bamboo and organic cotton, while colours are taken from henna, turmeric, beetroot and pomegranate.
The techniques used, such as block printing and hand embroidery, involve both, the rich cultural heritage of India as well as the country’s skilled artisans. Labels committed to green fashion also promote the use of herbs with renowned medicinal properties as sources for colour. Clothes with these natural colours have a massive advantage over those with artificial pigments, as they rejuvenate the wearer’s skin rather than causing any harm. This is a major reason behind health-conscious fashionistas opting for organic clothing.
Influencers in mainstream media and across social media have also led to an increase in awareness regarding organic products in tier-I cities. In fact, organic fashion is slowly emerging as the newest trend on the block and becoming an integral part of the ideal lifestyle. Seen by many as couture clothing, organic products are popular because they leave lasting impressions. The downside of this glamorisation, however, is that those in tier II and III cities do not view organic fashion as familiar and accessible, and are not motivated enough to adopt it. It is crucial for the fashion industry to spread awareness about the fact that organic clothing is not just for high-end clientele in metros, but for anyone who recognises the need for sustainability, and appreciates the many benefits of eco-friendly clothing.
‘Fast fashion’— which is driven by the rapidly-changing trends of the style world — tends to project organic fashion as inconvenient, causing individuals to hesitate before acquiring green products. Organic fashion is not disposable and does not have a turnaround of a few weeks or a month, in sharp contrast to fast fashion. This is a major drawback and is further augmented by the fact that the market price of organic products is usually high.
Commitment to an entirely ethical manufacturing process increases the cost of producing organic fashion, which then leads to more expensive articles of clothing. They also come with a bigger price tag because they are indeed more durable and in the end are able to generate as much or more value for the end-consumer, as fast fashion. However, the price point hindrance in the adoption of organic products can be countered through government subsidies, manufacturing innovations and dissemination of information about the advantages of organic fashion. Style enthusiasts from middle class and upper class households are more willing to invest in long-lasting organic fabrics, especially due to rise in disposable income. Developing an emotional connection with garments because of the social responsibility associated with them is also a driver of commitment to so-called slow fashion.
The Indian market is ripe for the growth of organic fashion and organic products in general, with increasing consciousness about environmentalism and sustainability. The unique nature of organic clothing also makes it the newest fashion statement, with garment labels increasingly opting for ethical and eco-friendly manufacturing processes. Provided that the fashion industry continues to actively spread awareness about the need for adoption of organic products, the sector is bound to grow by leaps and bounds in the country.
(The author is Director of Bhu: sattva, an organic fashion clothing manufacturer)