Abacaxi promotes sustainable cotton production in fashion
Clothing brand Abacaxi is promoting sustainable cotton production through its work with an Indian regenerative cotton farm. The up-and-coming US-based brand is promoting South Asian culture across the world with its colourful aesthetics.
“We work with a regenerative cotton farm in India,” said Abacaxi founder and designer Sheena Sood, Yahoo Finance reported. “Regenerative organic cotton, it’s simply just the way that cotton was farmed in the ancient times. It really restores the land, but also yields a better crop at the same time.”
As well as promoting sustainable textile practices, the brand aims to promote South Asian culture by bringing together creatives from the region. “It’s important for me to work with other people from my culture- other South Asians- in my work because you really don’t see us that much,” said US-based Sood. “I’m really happy to be a part of that change.”
Abacaxi retails from its dedicated e-commerce store and operates from its studio in Brooklyn in New York, US. Sood launched Abacaxi, which means “pineapple” in Portuguese, after designing for other brands for around a decade and aims to celebrate bright hues and South Asian heritage with her designs, according to the brand’s website.
“My sense of colour comes back to being exposed to traveling in India and the use of colour in our culture,” said Sood about the brand’s bold aesthetic. “I love Indian maximalism and all of that saturation. It’s so different and that’s really what inspires me.”
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