DREAM GREEN

THE CONCEPT OF SUSTAINABILITY HAS SEEN MASSIVE GROWTH OVER THE PAST FEW YEARS. SUSTAINABLE FASHION OPTIONS THAT WERE ONCE CONSIDERED AS A NICHE CATEGORY ARE NOW SEEN AMONG LEADING FASHION BRANDS. GLOBALSPA GETS INTO A CONVERSATION WITH ARPIT SRIVASTAVA, REGIONAL MARKETING & BRANDING MANAGER, SOUTH ASIA, MIDDLE EAST, THAILAND AT LENZING GROUP, ON HOW A GARMENT IS A SUSTAINABLE, CONSCIOUS FASHION SCENARIO IN INDIA, AND WHAT’S NEXT FOR TENCEL™.

Where does India stand, in terms of awareness and acceptance of sustainable fashion?

The market in India is gradually recognizing the need for sustainable fashion and the same is reflecting in products offered by brands and retailers. Overall, things are at a very nascent stage, but the push from major brands in adopting better products and processes is on the rise. This is eventually visible in the retail space with an increasing number of sustainable products available for consumers. This number may not seem much when we compare it to the overall market size, but it reflects the positive direction we are heading towards. The entire process is strengthened by various industry bodies along with brands and manufacturers integrating sustainability goals as part of the commercial focus in their organizations.

While consumers are also growing conscious of what they are buying, there is a strong need for more awareness in order to differentiate between clothing which is authentic and responsibly produced versus something which may be ambiguously marketed or greenwashed. As consumers begin to question vague sustainable claims, we will see the next level of push for the industry to further improve their processes and offerings.

What is the most common misconception when it comes to practicing sustainability in fashion?

Quite a few actually. But the key ones are:

• The most common one is assuming that a natural product (fiber or fabric) is always sustainable: There is a lot more to clothing than just the material it is made of. The process it undergoes, the energy, chemicals and discharge are a major factor contributing to dirty fashion.