The internet plays a pivotal role in helping younger brands gain a foothold and even achieve commercial success. Nittal Chandarana surveys the burgeoning realm of conscientious labels that lean on the web to promote the cause of eco-friendly apparel and fair practices
One often hears the words ‘organic’ and ‘ethical’ casually thrown around in conversations about fashion. Pioneered and championed by designers like David Abraham and Rakesh Thakore, Ritu Kumar, Rajesh Pratap Singh and so on, they have made their way into the lexicon and indeed wardrobes of many. Today we also find a number of smaller brands capitalising on the online space, having amassed a loyal following of like-minded supporters of the sustainability movement.
HANDMADE, WITH A HEART
For many entrepreneurs, the word ‘sustainable’ isn’t limited to their trade, but imbibed in their daily lives. Being conscious of the environment is one of the first reasons why they are motivated to establish their enterprise. As Radhika Rao, founder and CEO of Gartika, an American brand that sells handwoven kaftans, purses, kimonos and cashmere scarves, says: “It was born out of a love for people who believe in old methods of production. Visiting hamlets in Kashmir and spending time in the outskirts of big cities changed my life. Today I have the patience to spend a whole month to create one single item. I am intrigued by everything handmade, be it Zulu baskets from Africa, teak furniture from Bali or Iznik pottery from Turkey, and I believe every global citizen can contribute in some way or the other to protect ancient art forms.”
For Belinda and James Yu of Wicker Wings the story began at home. Their grandmother used to weave baskets in China for a living. This, and other stories she shared from that time, led the siblings to begin a brand of wicker handbags in the UK that combined ‘Chinese artisanal work with British leather craftsmanship’. They run a number of initiatives in the interests of native artisans.
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