”lTo cut down on the fast fashion, small and big fashion brands have to adapt to the slow fashion philosophy, as timeless designs and colours work great in the Indian market.The problem of plenty Horoscope IndiaPoliticsCrimeAll IndiaWorldSouth AsiaAsiaMiddle EastAfricaEuropeAmericasOceaniaMetrosDelhiKolkataMumbaiIn Other CitiesBusinessEconomyMarketCompaniesAutosIn Other NewsOpinionEditOpedColumnistsInterview of the WeekReporter’s DiaryThe Age DebateHere and NowSportsCricketTennisFootballIn Other sportsTechnologyMobiles & TabsGadgetsIn Other newsReviewsEntertainmentBollywoodHollywoodMovie ReviewsTVMusicIn Other NewsPhotosLifeHealthFashionFoodTravelArtRelationshipMore FeaturesNewsmakers BooksScienceHoroscopeAge on SundayDelhi AgeMumbai AgeDecafDiscourse360 DegreeEditors’ PicksJust InPlay Games –> Menuwsmakers printing sofa fabrics company More BooksScienceHoroscopeAge on SundayDelhi AgeMumbai AgeDecafDiscourse360 DegreeEditors’ PicksJust InPlay Games Life More Features14 Jul 2019The problem of plenty Life, More Features Thg awareness about the problem of excess and giving consumers timeless pieces will hugely solve this problem. As a brand, we do not indulge in overcrowding the rails ever, but cater to our clients almost exclusively, for each season, and avoid excess baggage of unnecessary collection, and waste. Meena Chawla, director of fashion label Ravissant, endorses Jean Paul Gaultier’s observation and reaction to the enumerable collection with too many fashion clothes. Currently, we are using sustainable fabrics like Organic Cotton, Tencel, Bamboo Fabric, etc. By using good quality fabrics that last longer and paying special attention to fits, one can take care of all the major reasons that make people discard old clothes, suggests Pooja Khanna, founder of fashion label
Venn who also feels that waste is a design flaw. She explains the phenomenon of fast fashion and says, “These days, brands make a lot of collections in advance, and due to constant emerging trends, they tend to go out of fashion every-time. While it is already known that fashion industries are the second largest cause of pollution on earth, it is now established that “fast fashion” is a major contributor to greenhouse gases, water, and air pollution by creating problematic levels of waste that is hard to dispose of. The fashion industry can definitely keep a quantity check, and make clothes according to the existing demands. The fashion industry can definitely keep a quantity check, and make clothes according to the existing demands. We also follow a “made to order” process, ensuring we are not keeping substantial unsold inventories. He said companies must stop engaging in a “contest” to make the most clothes. Organic cotton requires 71% less water and 62% less energy than commercial cotton; it is 80% rain-fed.Since most designers swear by the philosophy of ‘minimalism’ when it comes to manufacturing clothes why are brands creating heaps of clothes? How can the problem of plenty be tackled? Mumbai based designer Purvi Doshi believes that it’s high time designers switch to sustainable fashion that does not harm the planet. Thereby, we can avoid wastage of sustainable fashion,” says Chawla. As designers, we should try to use organic fabrics and implement recycling strategies to reduce wastage from garments.Work on capsule wardrobes and also educate the end customer through our work. Slow fashion is a movement started to address this problem by changing customer behaviour to buying less and busying concisely. A lot of new age and sustainable fashion brands are averse to excess and understand the devastating effect of excess clothing being manufactured. In a recent interview, iconic French designer Jean Paul Gaultier called it a “disaster” and mentioned that big fashion brands are harming the planet by producing “far too many collections with far too many clothes”. She agrees to Gaultier’s statement about fast fashion and remarks, “It is, unfortunately, true and one can only imagine the excess waste generated out of every new collection produced. Dyeing is purely done with azo-free and natural dyes which are free of carcinogens and harmful chemicals,” informs Pooja Khanna about the eco-friendly methods she implements
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