FASHION FOR A CAUSE

Apparel brands join hands with non-profit organisations as the world grapples with a crippling pandemic. Meera Warrier talks to some of them about their experience and the way ahead.

- Meera Warrier

Faced with the worst that humankind has experienced world-over in the recent past, all sections of society have rallied together to help each other in any way they can. And while there are corporates and industrialists who have pledged huge amounts towards COVID-19 relief work, there are also smaller enterprises that have been taking steps in their own ways. The apparel industry, for one, has witnessed the smaller players proactively stepping forward to contribute in their humble, yet meaningful ways.

EXPERIENCE OF THE PANDEMIC FIRST-HAND

When Lockdown 1.0 was announced last year with a few hours’ notice, India witnessed the largest on-foot migration since Partition. The apparel industry was one of the most affected by this movement given how the karigars who kept the small enterprises running were mainly from Uttar Pradesh, Bihar and West Bengal. And small fashion brands were among those most impacted by this.

Speaking about their experience, Sounak Sen Barat, Creative Director and Co-founder, House of Three shares, “We have always been an inclusive and socialistic company. We are very mindful of the challenges faced by designers, since we have gone through it ourselves. Prior to COVID-19, we would host a pop-up once in two months where we would invite other sustainable designers across home and apparel to showcase their designs and products. However, post the pandemic, we realised soon that we weren’t going to get much support from the Centre, and would be left to fend for ourselves and help those in need.”