India's Gimatex Minus One brand utilises AutoFit tech for optimal fit

Minus One chinos are designed for daylong comfort and are versatile enough to be worn to work, play and everyday adventures. Available in over 19 colours, the pants are 63 per cent more durable than the average trousers.

“We launched Minus One with a belief that ‘there is a real need to understand and approach fashion and design with a view of social, cultural and environmental sustainability,” a company representative told Fibre2Fashion.

In addition to offering optimal comfort, the brand is also socially conscious as it focuses on creating a sustainable, circular economy where every stakeholder has a special place. “Our major suppliers, Vidarbha Cotton Farmers, have been going through tough times, without a strong support system and low profit generation. To support them, we provide ₹25 from every unit sold by Minus One, for their farming equipment needs,” the representative added.

The brand also focuses on the way it designs, produces, packs, and delivers the products to make buying from it an environmentally positive choice. It emphasises on longevity and reusability in its products as well as packaging. Minus One uses eco-friendly, reusable packaging, reutilises all wastewater during the production process and aims to reduce garment wastage. 

The company also believes in innovating to transform fashion and lifestyle, while continuing to source all its raw materials locally. “Innovation has always been our guiding principle in our quest to transform fashion and lifestyle. Through the latest innovations and technological advancements, we offer you an unsurpassed collection of menswear. Moreover, being a truly Indian brand that sources its raw materials from India as well as empowers everyone involved in the process is a source of great pride for us. Our Indianness is apparent across all our products,” the company said.

Fibre2Fashion News Desk (KD)