Apr 30, 2018
India has huge influence on how fashion is made globally says CEO
Apr 30, 2018
India has a huge influence on how our fashion is made globally, according to Rajat Jaipuria, director of Soul Space, an activewear brand that promotes organic cotton farming and responsible manufacturing.
India is also a huge consumer market and measures should be taken to look after workers and makers.
“We believe that all fashion should be made fairly, transparently and ethically,” said Jaipuria in a conversation with Subir Ghosh.
“Sustainable fashion is a part of the growing design philosophy. Sustainable fashion is about being kind to our environment, responsible with our resources and treating our fellow garment workers like human beings. This means looking at the tag, using what you have and being creative in our wardrobe choices.”
At Soul Space, all clothing has been certified by Fairtrade and GOTS, he informs. “We have worked too hard to achieve their standards for approval and we ensure that these are maintained.”
Speaking about the challenges, he said, “Brand sensitivity, brand loyalty, sustainability, inventory intelligence are only a few of the challenges that we see as a conscious fashion brand.”
Explaining the concept of sustainable living, he said, “It is a lifestyle that attempts to reduce an individual’s or society’s use of the earth’s natural resources and personal resources. It requires a complete shift in how we live our lives. It has perceptual, emotional, behavioural, and international dimensions.”
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