"Nothing dresses better than a quiet conscience," says Rafael Alonso. But in today's fashion scene, are brands and consumers tuning into sustainability?  The answer is a resounding yes! More than ever, fashion is embracing ethical practices and sustainable choices. From innovative materials to fair trade practices, brands are leading the charge towards a greener future.

Fashion brands that are making waves with sustainable practices

1. Okhai

With a substantial following of 397K, Okhai showcases a wide array of products—from apparel and home decor to kitchen items—all crafted from 100 per cent sustainable materials like cotton and jute. Founded by Tata Chemicals Society for Rural Development (TCSRD), Okhai not only revitalises traditional handicrafts in Gujarat, Uttar Pradesh, and West Bengal but also impacts 30,000 artisans across India. Emphasising its deep connection to Indian heritage, Okhai celebrates local artisans as heroes, spotlighting their craftsmanship in detailed social media posts.

2. B Label by BOHECO: India’s Sustainable Hemp Brand

With 15.1K followers, B Label by BOHECO sources its hemp fabrics from GOTS-certified facilities and uses azo-free reactive dyes, which are eco-friendly and reduce water waste. Their approach focuses on making sustainability desirable through design and storytelling, regularly sharing content on garment care and the benefits of mindful consumption.

3. The Summer House

Based in Bengaluru with 115K followers, The Summer House emphasises sustainability with 97 per cent of their clothing made from natural fibres. Their denim range features recycled fabric, processed without electricity, while swimwear is crafted from econyl made from recycled fishing nets. Each fabric undergoes dyeing in facilities with robust wastewater management, ensuring eco-friendly production practices and fair wages for all involved.

4. Doodlage

Known for upcycling deadstock and factory waste, Doodlage's 84.7K followers witness a collection made entirely from recycled textiles. From organic cotton T-shirts to upcycled printed dresses, each piece is crafted in Delhi, promoting fair wage practices and small-scale production. Doodlage collaborates closely with local artisans, incorporating batik handcrafts from Gujarat and upcycling factory scraps into innovative patchwork designs.

5. No Nasties

With 47.6K followers, Goa-based No Nasties champions 100 per cent organic, fair trade, and vegan clothing. They embrace a zero-waste approach, using recycled fabrics, organic cotton, and compostable packaging. Beyond their stylish appeal, No Nasties offsets 300 per cent of the carbon footprint of each product sold, investing in solar power, wind energy, and reforestation projects. Their commitment to sustainability is evident in every garment, promoting environmental harmony and ethical fashion choices.

6. Refash: Championing Upcycled Fashion

With 17.9K followers, Refash is the largest global platform for upcycled fashion and accessories, promoting collections from designers and artisans who transform pre-loved materials into contemporary pieces. Founder Akanksha Kaila Akashi emphasises a meticulous onboarding process to ensure brands align with Refash’s sustainability goals. Their Instagram page actively shares stories and collections of sustainable brands, educating followers on the importance of conscious consumption.

7. Oshadi: From Seed to Stitch

Oshadi, with 14.9K followers, operates a seed-to-stitch supply chain from a 250-acre regenerative cotton farm in Erode, Tamil Nadu. The brand grows, spins, dyes, weaves, and sews all within a ten-kilometre radius, focusing on soil replenishment and carbon capture. Founder Nishanth Chopra emphasises sustainability in their diverse range of clothing, highlighting the use of 100 per cent pre-consumer waste in their fabrics.

8. Buna Studio

Gathering 226K followers, Buna Studio specialises in handmade women's dresses crafted exclusively from natural fabrics like mulmul, handwoven cotton, chanderi, and linen sourced from diverse regions in India. They steer clear of synthetic materials like rayon and polyester, highlighting garments in their natural kora state with earthy, raw shades. Their creation process involves custom-designed wooden blocks inspired by nature, meticulously hand-pressed onto soft fabrics by skilled artisans.

9. Maati by Neha Kabra: Natural Fibre Clothing

Maati, with 75.3K followers, promotes sustainable fashion through natural fibre clothing made from handloom khadi and upcycled cotton yarns. The label uses natural dyes and employs local artisans in Rajasthan, emphasising eco-friendly practices and the beauty of nature’s intricate patterns on textiles.

10. Earthy Route: Sustainable Men’s Clothing

With 6K followers, Earthy Route offers sustainable alternatives using lyocell and linen, primarily for men’s clothing. The brand adopts eco-conscious packaging and upcycles over 75 per cent of its fabric waste into useful products. They celebrate handloom cotton crafted by artisans in West Bengal, continually seeking to deepen their understanding of the handloom sector.

*While wrapping it up, we are still tallying the above-mentioned Instagram followers.

Are you seeking the ideal platform for sustainability partnerships? Join leading brands and retailers at Apparel Sourcing Week 2024 on August 28-29 at Sheraton Grand, Whitefield, Bengaluru. Don't miss out—secure your place now!