India: A recent report highlights five pioneering startups dedicated to eco-friendly practices in fashion, including Juhu Beach Studio and Unirec, each contributing to sustainability through innovative designs, reducing waste, and promoting fair trade to transform the contemporary landscape of the fashion industry.
In the contemporary fashion landscape, a growing emphasis on sustainability has led to a transformative movement among entrepreneurs dedicated to eco-friendly practices. A recent report outlines five innovative startups that are significantly contributing to this shift by reducing waste, promoting fair trade, and utilising unique materials in their creations.
Juhu Beach Studio (JBS), founded by Prakruthi Rao and Akshara Mehta, is at the forefront of using textile waste to create handcrafted products. Both graduates of NID Ahmedabad, they strategically source textile scraps from local manufacturers and discarded items from abroad. Prakruthi remarked, “We always knew that we wanted to work with waste.” Their commitment extends beyond product creation; JBS employs an all-women team, fostering an inclusive work environment designed to accommodate the various responsibilities women often juggle. Prakruthi explains, “When we started this brand we were very keen on having an all-women team… we designed this workspace to accommodate that.” With plans to expand into the lifestyle accessories market, JBS champions workshops aimed at encouraging upcycling and revaluation of discarded items. “Just because something’s been discarded or damaged, it does not mean that it’s useless,” Prakruthi affirmed.
Unirec, founded by veteran retail professional Kapil Bhatia in 2021, takes a distinctive approach by transforming plastic waste into wearable clothing. By converting plastic bottles into fibres, Unirec produces garments such as shirts and jackets while ensuring sustainability through certification with the Global Recyclable Standard (GRS). “Each garment sold by us last year has helped in recycling 12 plastic bottles of 1 litre each,” he highlighted. Despite a higher price point, Kapil assures consumers that these recycled fabrics offer comparable quality to traditional alternatives, stating, “Whenever I am posed with doubts about how these recycled fabrics are different from usual market alternatives, I tell them it is ‘as normal as’ other fabrics.”
Emerging from a background in biomedical engineering, Niharika Elety established Tega Collective in 2022, merging indigenous craftsmanship with modern design. Her brand collaborates with Adivasi communities in Bellary, Karnataka, using sustainable materials such as khadi and eri silk, adorned with vibrant Lambani embroidery. Niharika is committed to supporting these communities, stating, “You need a team to create a collective, so don’t try to do everything yourself,” with 15% of profits being directed towards community support.
Hibiscus Heroes, founded by Sowmya, concentrates on utilising natural dyes and plant-based fabrics. A graduate of NIFT, her journey began in Auroville, where she became inspired by eco-friendly practices. After gaining insights from her work with major brands, she returned to Auroville to launch her own sustainable line in 2020. The brand employs alternative fabrics like lyocell and modal to mitigate the environmental effects of more common materials. “When you work with natural products, there is always a surprise involved… the pigment in the leaf changes depending on if the monsoon is late or early,” Sowmya explained, acknowledging the unpredictability yet charm of working with natural elements.
JEBSISPAR, a sustainable luxury brand founded by Jebin Johny, highlights traditional Kuthampully handloom fabrics from Kerala, intertwining sustainability with heritage. Growing up in Kerala, Jebin was taught the value of repurposing and sustainability from an early age. “The life cycle of a piece of clothing in my home was nothing less than six years,” he reminisced. Having launched his brand in 2015, Jebin focuses on fair wages and ethical practices for artisans, revealing the stark reality that, “It takes an artisan 250 days to weave a saree, but at the end of it, he is paid Rs 250.” His approach integrates eco-friendly dyes and an initiative planting a sapling with each sale, attracting attention from global celebrities and affirming his commitment to his roots, stating, “I was this kid who worked in the field, played in the mud, and loved nature for what it was. My work today is just a continuation of that.”
The emphasis on upcycling, slow fashion, and second-hand clothing is becoming increasingly prevalent as these entrepreneurial initiatives exemplify a commitment to reducing environmental impacts while fostering aesthetics that appeal to the modern consumer. As these brands continue to gain traction, the role of sustainable practices in fashion is set to expand further.
Source: Noah Wire Services
