Conscious consumerism is the biggest change to traditional dressing styles, according to the founder of India-based modern-day casual wear brand No Grey Area, Arnav Malhotra. Consumers are seeking clothes that can be reused and mixed with their western wardrobe, rather than buying clothes that are only suitable for traditional occasions and quickly discarded.

“NGA looks back to ancient Indian garments and their particular geometric ‘zero waste’ patterns and creates contemporary interpretations of these traditional silhouettes eliminating textile waste at the design stage. We adapt ancient Indian silhouettes of the saree, kalidar kurta and dhoti for today’s market and modern lifestyle, retaining their traditional zero-waste patterns – single pieces of fabric stitched in a way which allows them to take the shape of the wearer, increasing wearability and longevity,” Malhotra told Fibre2Fashion in an exclusive interview.

The focus on sustainability and environmental consciousness goes beyond just the products themselves. NGA believes that sustainable practices also involve supporting and contemporising local traditional manufacturing and craft communities with technology, which can foster innovation and evolution of their craft.

Click here to read the full interview.

Fibre2Fashion News Desk (DP)

More Apparel/Garments News - India...

Ethical consumerism driving change in traditional wear: Arnav Malhotra

Insights