Conscious Fashion - Ethical, transparent & purpose-driven label.
GenNext 2020 winner at Lakme fashion week.
A decade long journey, learning and unlearning- the awareness, finding oneself- the responsibility, and figuring out the purpose- ”DRESS TO REFORM”
Founded by Anmol Sharma, a fashion designer from NIFT-New Delhi with over a decade of industry experience, the classic menswear label has minimalist aesthetics and a utilitarian design approach.
Carefully hand-drafted fits designed for comfort & longevity. Mass-production of innovative and well-thought-out designs that are practical, rational, and accessible to all people.
Enriched products for not only the consumer but the planet. Contemporary and ethnic wear clothing designed for durability & longevity in natural, hand-woven, and upcycled textiles. High-quality garments for extended product life.
Preserve, Revive, and Reform
Traditional craftspeople and weaver families have passed down their unique systems of weaving from generations. The amount of mathematics, hand skills, and awareness involved in making the cloth and designs is truly incredible!
Focusing on cultural skills and provenance, Dhatu studio practices community-based development & sourcing of authentic handloom and natural textiles. Preserving, reforming, and taking traditional Indian arts and crafts to a wider platform.
AWARENESS x ACTION
Fashion is the second-largest polluter on the planet. Today, 60% of the clothing in the world is made from poly-fiber. In a decade or so, it is estimated that 98% of all fiber will be synthetic. These micro poly-fibers are entering our bodies, our soil, and the water.
There are numerous types of synthetic fabrics being produced to meet the ever-growing demand of the fast fashion industry and consumerism. The planet is paying the price for this endless game of making and selling products at a rapid pace.
We all know how cotton is made, it grows from the earth and gets back into it with ease, and how about synthetically produced fabric. Let's take the example of just one of them.
Polyester- A petrochemical product.
(polyethylene terephthalate) is derived from a chemical reaction involving petroleum, air, and water. This artificial fiber is comprised of purified terephthalic acid (PTA) and mono ethylene glycol (MEG).
Terephthalic acid is an organic compound with the formula C₆H₄(CO₂H)₂. This white solid is a commodity chemical, used principally as a precursor to the polyester PET, used to make clothing and plastic bottles. Several million tonnes are produced annually.
Ethylene glycol is an organic compound with the formula (CH₂OH)₂. It is mainly used for two purposes, as a raw material in the manufacture of polyester fibers and for antifreeze formulations. It is an odorless, colorless, sweet-tasting, viscous liquid. Ethylene glycol is toxic.
A shift to natural fibers addresses many issues, an action that benefits everyone – from small farmers, to the craftspeople and to everyone who will be wearing the clothes in contact with skin. Natural fiber and handmade craft used in our clothing impacts and improves the lives of millions, while also addressing the toxic pollution caused by the production of and growing dependence on synthetic textiles.
Our selection of natural fabrics and environmentally conscious practices in day-to-day operations, supply chain, and production create awareness within the company and amongst our customers, helping them be a part of the solution.
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