Sustainability is a way of living and with each passing day we all must commit to the goal of reducing our carbon footprints as well as not exceeding what is widely known as our ‘planetary limit’. Is. It is a matter of pride that many indie brands around us have committed themselves to being ‘sustainable’ and ‘vegan’. However, the issue lies in the fact that it is rarely clear whether it is just another brand greenwashing its customers or genuine for that matter.
If you have been a consumer who has put in ads that are nothing but a greenwashing strategy, you are not alone. So, what is important at this point of time is to educate ourselves and stand with the brands that are trying to do right according to the environment and are taking big steps towards a greener and brighter future.
While a lot of work has been done around sustainable fashion brands, not much has been said about brands that are trying to make room for conscious living by creating sustainable products that range from bags to hair conditioners to day-to-day life. items may differ. , even down to a rug.
NW18 tried to reach out to five such indie brands that focus on organic, recycled and regenerated sustainable items that are not only of simple nature but can be used on a daily basis and are designed to be used for living a sustainable lifestyle. can move you closer to your goal.
marriage
Krutika Kumaran, co-founder of Wilvah, describes her journey towards sustainability as “a realization after years of over-use of many of the planet’s resources that we often don’t need.” The factor that differentiates Villva from other brands which the founding members claim to be sustainable is their aluminum and glass packaging which can be recycled multiple times. Krutika adds, “We have taken several measures to be sustainable, our brand uses recycled paper for invoicing.”
Vilvah uses fresh goat milk for his special goat milk shampoo and handmade goat milk soap from his own farm, says Krutika, “Since both my husband and I are an agriculturist. Coming from background, cattle have always been a part of our life and hence goat milk is very precious. Us and therefore our signature product.”
The founders of the brand do not believe in the fact that everyone can opt for 100% sustainable lifestyle, but no matter how little, it is advisable to take this step for the betterment of the planet and the generations to come.
burlap people
Even though The Burlap People came into existence only in 2015, Samsrudh Burman and Karuna Parikh’s journey towards incorporating a more sustainable lifestyle began much earlier. Samrud Burman, co-founder of the brand, says, “Karuna grew up on a farm and was exposed to a certain lifestyle and always had access to fresh produce and understood how things were grown. He further added, “For me, the whole thing started because my family is in the jute business since independence and my grandfather was one of the first to do block printing on jute and make bags out of it and my father when They had joined.Jute was the first business to start exporting bags and I became the third generation branch from that business and I was fortunate to grow around this sustainable material, Jute.
The brand deals primarily with burlap, which is a term that is interchangeable with any heavy-duty fabric made from natural fibers starting with cotton, jute, metal, etc. The owners of the brand are constantly looking for alternatives to animal leather and Prosperity confirmed that some have come across vegetable-based leathers such as coconut leather and are currently working on wax canvases that blend beauty with animal leather. resonate in sight.
This brand that started entirely on Instagram and used to build a community, makes the coolest bags with materials that can either be composted, upcycled or recycled that take time. is required. When choosing a bag customers are given the option to choose their preferred material and can completely customize their bag the way they like it and is completely bespoke. As a result of this whole process the buyer is invested in creative energy due to which the person often forms a better bond with the product they are buying.
Talking about the need for people to lead a more sustainable lifestyle, Samridhi expressed, “The impact of climate change is increasing rapidly and we are on the verge of complete catastrophe from the environmental point of view and our ecology. Systems are being destroyed and we are running out of time, therefore, we must act now, we must be hopeful and we must re-evaluate our choices and think about the impact we are creating to the environment and our communities. are needed because they are all intertwined.”
yelme
The brand’s products range from footwear to egg pots, all of which have been showcased at Dutch Design Week 2022, London Design Festival 2019 and many other incredible festivals across the world. The brand’s founder Midushi Kochhar is an Indian industrial designer whose practice as a designer revolves around materials, techniques and methodologies that can help rebuild symbiotic relationships and enhance the practice of circular economy in one’s life. Huh.
Midushi believes that it is highly prudent to follow a sustainable lifestyle even from a business point of view as “virgin material is expensive and difficult to buy if seen around the waste, rather cheap and available in abundance.” Therefore, it is important financially first and foremost to use what is dumped locally around you, to identify valuable ‘waste’ and use them to their maximum potential, rather than mining new resources. Instead of starting.
Collection of vegetarian footwear that was launched earlier India And abroad as a part of a collection called “Hejje”, which in Kannada means to grow and is made of natural fibres, is in high demand. But, their egg pot is absolutely unique and made in small batches of 20-50 pieces per order.
The brand as a whole tries to find the right balance between elegant aesthetics, production efficiencies, easy usability and conflicting ideas of achieving environmental impact. Not only in India, but also in the Netherlands, Midushi with its brand Makers on the Move is trying to achieve such things by tackling these protests.
sweet root
Farah’s brand Sweet Root, which was launched in 2013, addresses the dilemma of holding onto old clothes that Dil just doesn’t want to give up. The brand recycles old clothes to make attractive and beautiful quilts which in a way helps people to cherish those memories which are so sweet to look at.
The audience response to her memory quilt was phenomenal, Farah says, “We have clients from all over the world. Many of us experienced great hardships due to COVID, and some of us lost our loved ones forever – customers often ask us to make quilts from the clothes of their loved ones that they have lost. ,
Talking about Memorial Quilts, the founder of the brand highlighted how these quilts acknowledge the lives of those who have left and at the same time provide comfort and a physical medium for those who have lost their lives. Left behind to reconnect. Farah adds, “Looking at a particular shirt piece in a quilt can bring back memories of an experience shared with someone special. Our real-time link with the ones we love is broken by death and loss, but the Memorial Quilt rebuilds the passage in a beautiful, tactile, and enduring way.
good silence
Komal Bhargava’s sustainable furniture brand uses jute to curate stunning home decor items like stools, poufs, cushions and rugs. Most of their furniture is designed keeping in mind the needs and aesthetics of the modern home and hence is highly streamlined, practical and suitable for the Indian climate.
The furniture that the brand produces is not only quirky but extremely sustainable in nature and hence appeals to the modern audience who are trying to become more aware with the times. Her jute furniture is getting a great response and Komal especially finds it very encouraging that more and more people are thinking like her and opting for green items.
Komal grew up watching her mother choose green practices as an architect and believes that, “if we don’t shift to a more sustainable lifestyle now, no matter how much we No matter how small, it will be too late. , We as customers should be more aware, it is we who encourage material like polyester and this should be stopped immediately. Let us just make smarter and more conscious decisions!”
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