Fashion is going green, but the journey is slow
Subscribe to enjoy similar stories. As consumers realize the grave impact of fast fashion on the environment, a host of sustainable clothing brands like Virgio, Nicobar, and No Nasties have emerged in the last few years, aiming to influence users to opt for upcycled and climate-friendly clothing. Consumers across age groups, including Gen Z and young millennials, are now increasingly opting for environmentally sustainable T-shirts, jeans and even accessories like belts and bags, offering up-and-coming startups a new opportunity to capitalize on.
Vijay, a 29-year-old advertising executive based in Mumbai, recently purchased a linen shirt from the brand Creatures of Habit after coming across multiple advertisements on Instagram. “The material is soft and lightweight. It’s unlike any other shirt I have bought before.
I hope this lasts me many years," Vijay quipped. The trend has reached older users, too. Kavya, a 42-year-old homemaker in Chennai, recently bought a saree dyed with plant-based colours from an online store, intending to try out new styles other than the usual silk.
Investors are looking at the space closely, too. Bengaluru-based Un Denim and Goa-based No Nasties are in talks with early-stage backers for seed funding, two people in the know told Mint. Un Denim’s founder Joono Simon confirmed the development, noting that it recently closed a pre-seed round and is actively looking to raise seed money.
No Nasties’ founder Apurva Mehta denied the development stating that the brand will continue to be “organically funded". According to market intelligence platform Tracxn, there are more than 900 startups building in the segment. Also read | Aavishkaar Capital said to lead D2C fashion brand Zouk's new funding round,
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