(Photo:white prom dresses)For 30 years now, one Indian apparel brand has been endeavouring towards implementing sustainable practices. In 2007, Cottonworld was one of the first of its peers to discontinue the use of plastic bags. To encourage customers, the brand retailed a range of cotton bags and roped in actor and director Konkona Sen Sharma to pick up cloth instead of plastic. The proceeds from the sales eventually went to the NGO CRY, which works to support child rights.
Now, in their 30th anniversary year, the brand’s commitment to ecological practices continues. “Cotton World was founded in 1987,” says the brand’s director Lavin Lekhraj, who thinks the sustainable fashion is becoming a bigger movement with the increased participation of other labels. “Back then, we only made and sold clothes made from cotton, hence the name. Over time, other fabrics produced from natural fibres were introduced, such as viscose, linen and modal.” The philosophy of the brand is about using natural textiles without skimping on style. “Ecological consciousness comes with the brand due to its philosophy and roots,” continues Lekhraj. “The sustainable fashion model should be profitable in the high street fashion movement. It depends on how willing brands are to adapt and the customer’s willingness to accept the changes.”
Last year, Cottonworld launched their autumn/winter 2016 campaign. As an extension, they brought on board actor Kalki Koechlin to endorse the Adopt-A-Tree campaign. The actor has not only modelled the latest line-up of clothes, but has also shot a video urging people to plant more trees. “I am very excited that Cottonworld chose me to be the face of their Adopt-A-Tree campaign,” she says. “Being ecologically aware is every person’s duty. We need to ensure that we look after our environment so our future generations can also enjoy it as we have.” Koechlin says that the brand has worked towards sustainability right from its inception. In addition to their use of natural fibres and other initiatives, the brand works with El Rhino, a company that produces handmade paper from recycled cloth and elephant dung. Plus, Cottonworld has sponsored a dryer for the company’s factory. “And [they’re] now distributing seeds with every purchase,” says Koechlin.“[These are] all moves in the right direction.”
Lekhraj concedes that celebrity helps reach a wider audience and makes the message stronger. “Kalki was the perfect fit for this campaign. We have received very positive feedback from [customers],” says Cottonworld’s director about the brand’s campaign to plant trees and gift seeds.
Mumbai’s first first Cottonworld store, something of an institution in the city, was launched 1987 at Colaba. Since then, the brand has expanded to 25 stores across Mumbai, Pune, Bangalore, Chennai, Hyderabad, Ahmedabad, Kolkata and Goa. And in the next decade, they will continue their expansion all over the country, but with one guiding aim: “To keep our products as natural, and make the brand as ecological and sustainable as possible,” reiterates Lekhraj.Read more at:royal blue prom dressesAnnonse: