Published
May 14, 2020
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Designer Purvi Doshi believes the struggles of lockdown will lead to an increased focus on sustainability

Published
May 14, 2020

Womenswear designer Purvi Doshi has run a number of sustainable initiatives through her brand during lockdown, believing that the coronavirus-led economic downturn will lead consumers to value sustainability.

Handloom masks for donation by Purvi Doshi - Purvi Doshi- Facebook

 
During the pan-India lockdown, Purvi Doshi has been manufacturing reusable handloom masks and distributing them amongst those that need them, the designer announced on Facebook. Doshi has donated the masks to “vulnerable communities who cannot afford them but have the equal right to safety,” she wrote on Facebook. 
 
Doshi foresees that sustainable fashion will be all the more important in the post-Covid economy and is taking the opportunity to further increase sustainable practices in her own brand. “As people have become aware of what they are purchasing and why, the brands are encouraged to find reusable and recycling solutions for their textile waste,” Doshi told IndiaToday. “We have recently developed an application called ‘traceability’, which tells our consumers about the resources used and the people involved in the process of making their garment.”

The designer has also spoken about sustainable fashion online during lockdown to encourage her fans and customers to embrace the philosophy. Doshi held a talk with Ajita Italiyaa on May 12 to discuss how to ‘Make Fashion Greener’ and enthuse customers to do the same.
 
The brand also held a ‘You Design We Donate’ contest in April, giving fans the chance to design a garment for the brand with the winning design going into production. All profits from the winning design will go towards supporting families affected by Covid-19, the brand announced on Facebook. 

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