The sustainability of our brand comes from several factors:
1. We sell slow fashion as it is made by artisans, and not mass produced. So, turnaround time from production to use to disposal is much lower.
2. We promote continued sustainability of communities and cultural ecosystems by sourcing textiles from artisans and indigenous communities whose craft has been copied and mass produced - rendering their work irrelevant in today's fast fashion world.
3. Many of our products use crafts such as Dabu, Ajrak, and Bandhini, which use natural fabrics like cotton and natural dyes that use substances such as jaggery, turmeric, indigo, etc. which contribute to environmental sustainability.
4. We try to design styles that allow for flexible sizing, as opposed to precise sizing. Therefore we have corset style backs and tie-front tops. These designs permit lesser production, lower inventories and fewer returns, as sizing issues are one of the main reasons people return garments. This amounts to billions of dollars of losses for companies, and the returned clothing usually ends up filling up landfilling, contributing to the pollution of the Earth.
5. We create garments that tell stories of the craft, of the artisan communities that create them, and some of our pieces are one of a kind works of art. A deeper understanding of what went into creating a unique textile, and who made it helps to build a connection between the consumer and what they're consuming. People value stories more, so clothes imbued with stories are more liked to be preserved, used for longer - and maybe even passed down rather than callously disposed at the end of a trend cycle.