India's Handloom Export Promotion Council members to exhibit at Pure London

Members of India's Handloom Export Promotion Council and an array of sustainable brands are set to exhibit at Pure London, an event set to address sustainability in the fashion supply chain.

Pure London will feature an array of Indian brands - Pure London

At Pure London’s Pure Origin, the spotlight will be on sustainable and ethical practices in fashion and the event aims to tackle the main issues facing the fashion supply chain currently.

The event is a sourcing and manufacturing show taking place alongside Pure London. The event, scheduled from February 11 to 13 at the London Olympia, will host 800 brands from 48 countries, including India.

Pure London will feature an array of Indian brands including Ahujasons which make handcrafted shawls in an array of textiles and are endorsed by Woolmark.

Other vendors include Dare Deer Creations which also produce a range of shawls, Jain Shawls, OBTP Apparels (Think Fashion), and Xlnc Fashions. The East West Combine export firm and Mig International manufacturing and export firm will also exhibit and the NGO The Himalayan Bodh that supports craftswomen will showcase their handmade products. India’s Handloom Export Promotion Council will also have a stall to promote India’s handloom industry, the country’s largest cottage industry.

Julie Driscoll, Managing Director of Pure London, explained the event in a press release: “A host of seminars discussing manufacturing in the UK, ethical fashion, the circular economy, how to source sustainably and build sustainable and efficient supply chains, trend forecasting for sustainability, and how the fashion industry can change the way it uses and re-uses textiles and clothing, puts the spotlight firmly on achieving a sustainable and ethical future for fashion.”

Sustainable fashion is becoming more and more important in India with many brands starting to embrace the idea. The recent Lakmé Fashion Week held a Sustainable Fashion Day and many designers are championing handloom textiles. The Indian presence at Pure London will help to further sustainable fashion in India.

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