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.
This story is from the April 2017 edition of Verve.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the April 2017 edition of Verve.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Making Amends
This generation’s penchant for thoughtless consumption gets Madhu Jain roiled up, and she wonders if nature is getting its own back for our missteps…
Diamonds With Provenance
In keeping with the company’s commitment to environmental and social responsibility, Anisa Kamadoli Costa, chief sustainability officer at Tiffany & Co. and chairman and president at The Tiffany & Co. Foundation, enlightens Shirin Mehta on the efforts that make the jewellery giant an industry leader in transparency
SARTORIAL ECONOMICS
Sisters Tashi and Tara Mitra demonstrate to Akanksha Pandey how deviating from the mainstream can bend the way we think, live and dress
NOTES TO SELF
An anthropomorphized tiger’s perspective, a viscerally worded futuristic interpretation of loss, a critique of performative activism, a meta reflection on the earth’s crises. Told through different lenses, Janaki Lenin, Indrapramit Das, Keshava Guha and Roshan Ali’s stories — written exclusively for Verve — attempt to make sense of the fraught reality that we exist in today
The Eternal Optimist
As Generation X and xennials grapple with fully transitioning to conscious living, young millennials and Generation Z are leading the charge to reverse human-caused environmental damage. Sahar Mansoor, founder and CEO of the Bengaluru-based zero-waste social enterprise Bare Necessities, has a simple overarching philosophy: consume less and stay positive. Verve gets deeper into the mindset of the action-oriented earth advocate
Redemption SONGS
Indian music festivals have been demonstrating a refreshing sense of responsibility in terms of their ecological impact. Interacting with stakeholders who strive to make these large-scale events greener, Akhil Sood investigates the reasons behind the improved attitudes of audiences and the increase in corporate support.
earth hour
Crafted using nature’s elements, these dials draw inspiration from the many heterogeneous materials and hues around us.Verve turns its lens onto a mesmerising few
THE KIDS ARE ALL RIGHT
Children are holding adults accountable for both the grim future they are facing and the toll this is taking on their mental health. Madhumita Bhattacharyya initiates conversations with families of young climate activists and observes the extent to which parenting has changed in the face of catastrophe
NATURAL JUSTICE
Most of us are only just waking up to the urgency of climatic action. When the stakes are so high, what can individual action solve? Mridula Mary Paul, an environmental policy expert, is proof of the tenacity needed to effect systemic change. It’s not glamorous, and the rewards are few and far between, but that doesn’t stop her from aiming big, finds Anandita Bhalerao
Along For The Ride
Navigating Indian streets as a woman is hard enough. But what is it like while riding a bicycle? Bengaluru-based Shreya Dasgupta, a regular cyclist, speaks to five urban women about the pros and cons of this increasingly popular means of transport.
