Muskaan Chauhan launches sustainable brand Filemot

By

Isabelle Crossley

Published
Dec 19, 2019

Entrepreneur Muskaan Chauhan has launched sustainable clothing brand Filemot, which up-cycles traditional Indian textiles from across the country.

Filemot recently launched with a signature product; a classic-style men’s shirt intended to be a gender neutral wardrobe staple. Designer Chauhan creates the shirts using up-cycled textiles in bright prints and retails directly from Instagram.

“I’ve always loved wearing shirts, but unfortunately, the only affordable options were fast fashion brands, and since their clothing is so gendered, I’d find myself in the men’s section with very limited sizes and print options,” Chauhan told Verve Magazine in an interview.

“I also learnt of their unethical manufacturing practices, and that was the last straw for me. I learnt to stitch and have been making my own clothes ever since.”

Filemot is size-inclusive and mixes bold textiles with wearable silhouettes. The brand is one of a number of young, sustainable fashion brands emerging in India; a movement boosted by social media, where many of these brands expand their customer base and even make sales.

Other notable up-and-coming sustainable brands, which use up-cycling methods, include RaasLeela, Patch Over Patch, and Swavlambi.