Brand Focus: Organic Fashion

Organic is the new black. As we become more conscious of our environment and the need for sustainable lifestyles, what we wear is crucial. Organic fashion emphasizes on handlooms and traditional textiles, while engaging in fair trade and crafts revival to create clothing that’s good for you and even better for the environment. Though fast fashion still hold strong, a quiet revolution is bring a new set of organic brands to the forefront. With these impeccably cut and meticulously crafted designs, these new outfitters score on style as much as substance.


No Nasties

Think organic fashion and this might be well the first name that pops up. Founded by Apurva Kothari, along with Diti Kotecha who now works as an independent designer, No Nasties designs are created using organic fabrics sourced via fair trade measures from cooperatives across India. Expect oddball graphics and witty comments on T-shirts that are so comfortable that you may never want to take them off. Their new collection, inspired by The Beatles, is a line of super comfy neutral-toned topwear and dresses we can’t wait to have in our wardrobes.  



One of the first movers in the category of organic fashion, this Ahmedabad-based brand thrives on the principles of slow fashion. Rather than go by trends, the brand’s founder Jainam Kumarpal emphasizes on reviving handicrafts, traditional techniques, and an eco-conscious path to dressing up. A mix of contemporary Indian ensembles, casual separates and accessories comprise Bhusattva’s diverse product lines. If you thought organic fashion implied minimalism, wait till you have seen the brand’s anarkalis and floor-length kurtas detailed with embroidery and semi-precious embellishments.



Forty Red Bangles

If its name makes you think of bling-decked brides, you’re on track. Founder Ramona Saboo came up with her brand’s name from the bangles she wore to her wedding. But wedding-inspired as its name may be, Forty Red Bangles is a casual organic clothing and home decor brand whose quirky prints make for a cool design signature. No bold neon hues or kitschy mishmash here, Ramona’s eclectic simplicity comes across in motifs like auto rickshaws and fish on crisp white fabrics. You might even find a cute outfit to coordinate with your little ones.

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