Primal Gray: An attention to clean and linear silhouettes

Claimed to be built on transparent production, transparent fibre and fabrics, transparent composition and circular productive practices, Primal Gray positions itself as a conscious fashion brand.

- Karan Nangia

Sustainability in the fashion industry is the new normal as consumers are becoming more aware and almost two-thirds of buyers are willing to spend more on eco-friendly products.

Yuv Bharat Ram, a young entrepreneur, tried to create contemporary luxury garments for the conscious consumer, and thus Primal Gray was born. It is an effort to create a brand that is not only comfortable and conscious but also pays close attention to quality and detailing to create a wardrobe that would last our customer for years, said Ram who is the Founder and Creative Director at Primal Gray.

"Primal Gray was built on the principle of not only being environmentally conscious but also paying close attention to clean and linear silhouettes that could be worn from 9am - 9pm, from work to dinner. We carefully handpick each of our premium fabrics in order to minimize resource intensity and our carbon footprint," he stressed. This concept, he claimed, was always one of the key pillars at the inception of the brand. At the same time I also wanted to practice high-quality tailoring and ethically responsible production, using certified sustainable textiles and harmful substance reduction standards wherever possible, promoting an idea of ethical transparency," he added.

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