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Organic, eco and ethical fashion is the next best bet

 By Ramesh Menon

It is getting much bigger and fancier out there. It’s a statement. And it’s a movement that is catching on. If you have heard only about organic food until now, in this part of the world, then you can sit back and read this. Organic, eco and ethical fashion as it may be termed has hit upon big times in the west.

Organic fashion are clothes that have been made using minimum chemicals and with minimum damage to the environment (unlike Nylon and polyester which are made from petrochemicals.) Eco-fashion on the other hand is not necessarily made out of organic fibres, but clothing manufactured using environmentally-friendly processes. Eco-fashion clothing can use recycled clothing and even recycled materials such as eco-fleeced produced from recycled plastic soda bottles.

Aesthetics of organic clothing

Says designer Deepika Govind, “I have created fabrics using corn and bamboo fibres and have done lots of eco friendly variations in silk”. She elaborates, “Blending the khadi yarn with tencel resulted in the creation of a cosmopolitan cloth makes the traditional khadi becomes stronger, more drapy and fluid, more versatile, retained colour better. It raised khadi to a fashion platform and gave it a new lease of life.” Revivalist fashion designer Ritu Kumar has put in nearly four decades in the business to understand eco-fashion. “One needs to give back to society in some form or the other. What better way than to do it through your craft - I have used eco friendly fabrics and vegetable dyes very consciously.”

Moolah matters

It’s an expensive process though warns Govind, who showcased his collection and spoke about the importance of going green and being eco-friendly recently. “As you can’t up your production and can do it only in certain quantities, it can push costs”. Internationally too, interest in apparel brands that guarantee workers’ rights and are environmentally friendly has reached such a peak, that manufacturers now worry whether they can keep up with the demand. Until recently relegated to the fringes of the fashion world, ethical brands are fast becoming more mainstream.

Organic fashion weeks

Besides leading designers, the upstart designers who have showcased at the recent fashion weeks in the GenNext and Hi-Five designer categories have shown more interest and have been talking about ethical fashion. “We would love to be the greatest propagators for reviving our age old crafts, the skilled craftsmen and the power of handloom which is all dying today. And mind you what we can produce by hand, no powerloom can offer you. Its one advantage we have over China and we should capitalize big time on it”, says says Rahul Mishra.

Samant Chouhan, who has been in the spotlight after his recent showing at WIFWsays, “The West is realizing that all the practices we had are the best and nature friendly - be it our weaving of fabrics, farming cotton, or just about ayurveda or yoga- its all about nature and natural in the west, sums up Samant.

So are we to see Indian designers going international, way before the western designers are on the upstart making their claim on everything natural in fashion. As Govind signs off: It’s in fashion. Go Green!

http://www.dnaindia.com/report.asp?NewsID=1089595

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