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Published
Jun 5, 2020
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Ritu Kumar says ‘no waste’ is the starting point for sustainable fashion on World Environment Day

Published
Jun 5, 2020

Womenswear designer Ritu Kumar has highlighted the need to embrace ‘no waste’ fashion on World Environment Day.

Label Ritu Kumar’s new collection - Label Ritu Kumar- Facebook

 
“Majorly, the first thing any brand has to think about is ‘no waste’,” Kumar told the Times of India about the future of sustainable fashion. “The collections should be able to last both aesthetically as well as in terms of longevity. They should be made in natural fabrics, not very synthetic ones. They shouldn’t be such that people would want to discard off their wardrobes after a season. This has to be kept in mind when brands are thinking about sustainable fashion.” 
 
Kumar is known for her use of sustainable and handloom textiles. For her autumn/ winter 2020/ 2021 collection ‘Nature’s Origami’, Kumar collaborated with sustainable fibre brand Lenzing Ecovero. The collection, inspired by tribal and contemporary Indian art and late sculptor Mrinalini Mukherjee, features floral prints on eco-friendly textiles. The collection was showcased in February and will launch in-stores and online in autumn. 

Ritu Kumar’s e-commerce store is now fully functional during extended lockdown, the brand announced on Facebook. Kumar’s ready-to-wear line Label Ritu Kumar recently launched its summer collection online including breezy dresses, bright hues, and the brand’s signature floral motifs. 

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