Eco-Friendly Fashion From Auroville to Juhu Beach: 5 Startups Making Clothes Out of Waste
By putting the environment and people first in their designs, these five fashion entrepreneurs are creating waves with everything from recycled plastic fibers to upcycled textiles.
In the modern world, where sustainability is becoming more and more significant, a number of fashion entrepreneurs are redefining the sector by emphasizing environmentally responsible methods.
In addition to changing our perception of fashion, these trailblazers are having a big influence on waste reduction, fair trade advocacy, and the use of cutting-edge materials.
Let’s examine five sustainable fashion firms that are helping to create a more environmentally friendly and conscientious future.
- JBS, or Juhu Beach Studio
Co-founders Prakruthi Rao and Akshara Mehta of Juhu Beach Studio (JBS) use textile waste to create one-of-a-kind, sustainably produced goods. They both graduated from NID Ahmedabad and employ waste materials from overseas as well as textile scraps from nearby industrial facilities. Prakr explains, “We always knew that we wanted to work with waste.”
With an all-female workforce, JBS provides a welcoming and inclusive workplace. We were determined to have an all-female crew when we first launched this brand. Because all the additional tasks that women are supposed to do at home have not been taken into consideration while designing the traditional office. This workspace was created to support that,” says Prakruthi.
The Unirec
In 2021, Kapil Bhatia, a seasoned retail professional and graduate of commerce school, established Unirec. By turning plastic bottles into fibers that are weaved into fabrics for apparel items like shirts, jackets, and pants, his company transforms plastic trash into clothing.
He claims that every item of clothing we sold last year contributed to the recycling of twelve one-liter plastic bottles. The company’s usage of recycled materials is guaranteed by its Global Recyclable Standard (GRS) certification.
“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,” Kapil emphasizes, despite the fact that they are slightly more expensive.
Tega Collective
works with Adivasi people in Bellary, Karnataka, to combine traditional handicraft with contemporary design. In addition to using eco-friendly materials like khadi and eri silk that are dyed with natural ingredients, the brand boasts colorful Lambani embroidery.
“You need a team to create a collective, so don’t try to do everything yourself,” Niharika emphasizes as she makes sure 15% of sales go to these communities.
Heroes of Hibiscus
In 2020, Sowmya, a native of Bengaluru and NIFT alumnus, established Hibiscus Heroes, a sustainable fashion label that emphasizes plant-based textiles and natural colors. She was inspired by Auroville’s eco-friendly methods during her first internship there. After working with Tommy Hilfiger, Sowmya realized the environmental consequences of fast fashion, which led her to return to Auroville and launch her own company.
Hibiscus Heroes avoids the negative environmental effects of cotton, silk, and leather by using substitute materials like modals and lyocell. The company uses natural dyes made from plants such as palash flowers, annatto seeds, and wedelia.
“There’s always a surprise when working with natural ingredients. The pigment in the leaf changes depending on whether the monsoon is early or late, so what you see the first time around doesn’t always indicate it will be the same the second time, she explains. In spite of these obstacles, Sowmya’s trials produced a profitable, environmentally friendly clothing line.
JEBSISPAR
Growing up in Kerala, Jebin Johny, the founder of the sustainable luxury brand JEBSISPAR, had a strong interest in sustainability through his family’s practice of growing their own food and reusing clothing. He remembers, “A piece of clothing in my home had a life cycle of no less than six years.”
In 2015, Jebin founded JEBSISPAR, specializing in traditional Kuthampully handloom fabrics from Kerala, after completing studies in fashion technology and design. “It takes an artisan 250 days to weave a saree, but at the end of it, he is paid Rs 250,” he said, highlighting his efforts to provide equitable salaries for artisans. He employed eco-friendly colors and bettered the lives of weavers through his brand, planting a sapling with each purchase.
