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Green is not just the fashion, it is a command

Startups are not only changing standards in industries known for their excesses but also creating innovative fashion products, using green.

, ET Bureau|
Last Updated: Jun 08, 2016, 02.52 PM IST
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Startups are not only changing standards in industries known for their excesses but also creating innovative fashion products, using green.
Startups are not only changing standards in industries known for their excesses but also creating innovative fashion products, using green.
Sustainable practices are no longer CSR activities, they are a necessity. Some startups are leading the way by not only changing standards in industries known for their excesses but also creating innovative products that are green without ruining the fun. Consider fashion.

The only other industry that beats fashion as the most polluting is Big Oil. The world’s demand of cotton dried up the Aral Sea, when the waters of two rivers Amu Darya and Syr Darya were diverted to irrigate Uzbekistan’s cotton fields. A single cargo ship (that’s generally the transport fast fashion takes) can emit as much cancer and asthma-causing pollutants as 50 million cars. Nine billion tons of new material are destined for landfills every year.

The list of the fashion industry’s eco-atrocities is shockingly long. But some companies want to at least reduce the industry’s impact on our environment if not stop it entirely. Fashion retailer Reformation’s motto is “We make killer clothes that don’t kill the environment”.

On its website the company says: ‘We source sustainable fabrics and vintage garments while incorporating better practices throughout our supply chain to make beautiful styles at a fraction of the environmental impact of conventional fashion. It is our mission to lead and inspire a sustainable way to be fashionable.’ The Squirrelz is China’s first upcycling and eco-wholesaler.

The company’s goal is ‘to match up unused and unloved overstock factory materials with people who can use them in the world of design and fashion.’ Offspring of the sharing economy, services and platforms like Rent The Runway let you rent or swap clothes and accessories. So, now one can Prada without breaking the bank or environment.

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