Myntra celebrates one-year partnership with Lenzing Ecovero, now uses around 60% eco-fibre in-house brands

By

Isabelle Crossley

Published
Mar 17, 2022

Myntra now uses around 60% eco-fibres in the textiles it uses for its in-house brands following a year-long partnership with sustainable textiles business Lenzing and its Ecovero line of wood-based cellulose fibre. 

Myntra brands which have adopted a mix of Lenzing Ecovero fibre in their garments include DressBerry, Roadster Life & Co., Sangria, Anouk, Sztori, Ether, and Mast & Harbour, Myntra announced in a press release. The ongoing collaboration is part of Myntra’s goal of making its business more sustainable. 
 
“As an enterprise that is committed to a sustainable future, we are happy to have collaborated for a year with Lenzing, which has augmented our efforts in the direction of sustainable sourcing practices,” said Myntra’s CXO and chief of Myntra Fashion Brands Manohar Kamath in a press release. “This shift has shown a positive growth towards sustainable living and as a brand, we aim to propel our commitment and efforts with such partnerships, powered by a growing base of conscious consumers.”   

Over the past year, Myntra has reported 20% growth in its use of sustainable viscose fibres in its women’s wear, western wear, and ethnic wear categories. This resulted in a reduction of the business’ carbon footprint by 670 tonnes and water consumption by 4.2 million litres.
 
“Lenzing group has been known for offering innovative, eco-friendly solutions to the textile industry,” said Lenzing Fibres’ senior commercial director for AMEA and NEA, S Jayaraman.

“The one year of our partnership with Myntra is an inspiring testimony for the Indian market in transitioning to responsible fashion. The success here highlights the potential for eco-friendly ingredients like Lenzing Ecovero fibres and how they can be made accessible for the local consumers. The growth of this partnership has opened doors to making responsible fashion more mainstream.”