Mulmul launches environmental campaign to cancel tissues

By

Isabelle Crossley

Published
Jun 9, 2021

Womenswear brand Mulmul has launched a sustainable campaign to cancel the use of tissues and has created a range of handkerchiefs made from its textile scraps as an alternative.  

“Did you know the tissues we all callously use have a severe impact on the environment? Trees are being cut regularly to meet our ever-growing demand for tissues,” announced Mulmul on Facebook.

“To remedy this, pledge with Mulmul to discontinue the usage of tissues and make an environment-friendly switch... Pledge to cancel tissues with Mulmul.”

The brand has offered shoppers a free handkerchief with purchases made as part of its World Environment Day celebrations. In signature Mulmul fashion, the handkerchiefs feature a white lace trim. The campaign has the dual effect of reducing the brand’s textile waste and giving people a simple alternative to using tissues. 
 
The brand also recently launched its summer collection of its signature lacy, pastel-hued kurtas. The collection’s garments feature sheer panels, floral embroidery, and pearl embellishments and is made from 100% pure Mulmul cotton. 
 
Saumya and Bhavini Modi launched Mulmul to showcase the textile of the same name which, also referred to as muslin, is 100% biodegradable. The brand retails from its four stores in New Delhi and dedicated e-commerce store.