SAY HELLO TO SUS­TAIN­ABLE FASH­ION WITH TOILE!

Shrad­dha Phulgirkar pro­files Toile, Mum­bai’s one-of-a-kind eco-fash­ion brand.

Apparel - - Industry Insights -

To­day we live in a hot­ter planet that has smaller glaciers, lesser non-re­new­able re­sources and a lot more waste as com­pared to what we had, say, a decade ago. We can­not ig­nore the alarm­ing bells of global warm­ing any­more. Look­ing at the rate of cli­mate change and tak­ing dras­tic mea­sures to tackle this press­ing is­sue that can af­fect our very sur­vival is a des­per­ate need of the hour.

The fash­ion in­dus­try is the world’s sec­ond largest pol­luter af­ter oil. It is pre­dicted that by 2030, the in­dus­try’s wa­ter con­sump­tion will grow by 50 per cent to 118 bil­lion cu­bic me­tres, its car­bon foot­print will in­crease to 2,791 tonnes, and the amount of waste it cre­ates will hit 148 tonnes. There’s an in­creas­ing need to shift our fo­cus to re­cy­cling, re­gen­er­a­tion and re­think­ing the en­tire process of man­u­fac­tur­ing a piece of

gar­ment. Let’s look at the fash­ion brand Toile to un­der­stand how it has started a one-of-akind bou­tique to lead brands to­wards sus­tain­abil­ity.

AL­TER­ING THE AP­PAREL IN­DUS­TRY

With an en­vi­ron­ment-friendly thought of pro­vid­ing a plat­form to In­dian la­bels who dream of sav­ing the planet in the long run by of­fer­ing sus­tain­able fash­ion, founders Priti Jain and Farheen Bushra Rah­man de­cided to start a ven­ture called ‘Toile’ in 2017. The word ‘toile’ sim­ply means a sam­ple of cloth, a cot­ton fab­ric, which is the core re­quire­ment quire­ment for cre­at­ing any piece of gar­ment att Toile. While cot­ton starts de­com­pos­ing inn a mat­ter of months, ac­cord­ing to biodegrad­abil­ity abil­ity stud­ies pub­lished in 2010 by Cor­nel­lell Univer­sity and Cot­ton In­cor­po­rated, man­made fi­bres can take more than 200 years to break down! That’s ex­actly why Toile only houses gar­ments that are made from or­ganic cot­ton or fab­rics that are de­riv­a­tives of cot­ton.

MORE ABOUT TOILE’S AP­PAREL

The brand’s chic store that’s cur­rently lo­cated in Mum­bai and Kolkata only stocks gar­ments and ac­ces­sories that are com­mit­ted to the same ide­ol­ogy as its own. In just one year, Toile has opened its doors to over 50 such bril­liant de­sign­ers. Sus­tain­able fash­ion brings to mind gar­ments that pri­mar­ily bear earthy shades, but Toile widens its colour palette by play­ing with a lot of bright colours and un­usu­ally quirky prints too. With an aim to make sus­tain­able fash­ion af­ford­able and ac­ces­si­ble to most, all gar­ments at its store fall within the price bracket of R3,000-R12,000.

SUS­TAIN­ABLE SUST FASH­ION BRINGS TO MMIND GAR­MENTS THAT PRI­MAR­ILY PRIM BEAR EARTHY SHADES, SHAD BUT TOILE WIDENS ITS COLOUR PALETTE BY PLAY­ING WITH A LOT OF BRIGHT COLOURS AND UN­USU­ALLY QUIRKY PRINTS TOO.

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