“We believe that all fashion should be made fairly, transparently and ethically,” said Jaipuria in a conversation with Subir Ghosh. “Sustainable fashion is a part of the growing design philosophy. Sustainable fashion is about being kind to our environment, responsible with our resources and treating our fellow garment workers like human beings. This means looking at the tag, using what you have and being creative in our wardrobe choices.”
At Soul Space, all clothing has been certified by Fairtrade and GOTS, he informs. “We have worked too hard to achieve their standards for approval and we ensure that these are maintained.”
Speaking about the challenges, he said, “Brand sensitivity, brand loyalty, sustainability, inventory intelligence are only a few of the challenges that we see as a conscious fashion brand.”
Explaining the concept of sustainable living, he said, “It is a lifestyle that attempts to reduce an individual’s or society’s use of the earth’s natural resources and personal resources. It requires a complete shift in how we live our lives. It has perceptual, emotional, behavioural, and international dimensions.” (RKS)
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Fibre2Fashion News Desk – India