Decoding Kishmish, a clothing label known for its simple, stylish, hand-tailored apparel
ALONG WITH CREATING SUSTAINABLE FASHION, THE MODEL TOILE HAS ADOPTED ENDS UP CREATING EMPLOYMENT OPPORTUNITIES.
CREATING EMPLOYMENT OPPORTUNITIES
Apart from investing in thinking of ways to bring in more designers under the brand’s roof, the founders of Toile closely work with the artisans and weavers’ communities in West Bengal to promote the usage of the handloom over the power loom in the manufacturing process. This takes care of the Indian essence in every garment sold at Toile. Along with creating sustainable fashion, the model Toile has adopted ends up creating employment opportunities, thus uplifting their families and in turn benefitting the country’s economic condition. It mainly works with these communities to upcycle heaps of fabric that would otherwise end up in landfills, thus also tackling the pressing issue of waste management.
CHALLENGES THAT THE BRAND FACES
The present, fast-paced, impatient generation that we’re living in is the biggest impediment for a brand like Toile. While fast fashion usually has a large volume of production, owing to the small number of sustainable fashion designers, keeping up with a volume that large is nearly impossible. Most consumers are willing to purchase sustainable fashion wear, yet the fact is that fast fashion stores churn out new styles at a dizzying pace, as often as twice a week, beating sustainable fashion in terms of variety and sheer numbers, again.
Given the rise in the importance for any brand to be on the Web, Toile is soon going to start an online portal to display and sell the clothes that are available at its boutiques.
WHY MORE BRANDS NEED TO GO SUSTAINABLE?
While most millennials prefer sustainable fashion, there’s a lack of awareness about the impact of fast fashion on the planet. It’s becoming increasingly important to adopt thee seven R’s of fashion: • Reuse: There’s nothing wrong in being
seen in the same outfit again. • Reduce: It’s easy and tempting to want to buy cheap clothes to have a wide range of choices in your wardrobe, but not falling prey to consumerism is important. • Recycle: Opt for apparel that is made from materials that can be recycled easily, mostly cotton. • Repurpose: There are a hundred different ways of wearing a single outfit; watch videos that can help you make your wardrobe look like it’s brand new. • Rent: There are many websites that allow you to rent clothes that you probably won’t need after a single use; go ahead and make use of them. • Repair: It’s important to not throw clothes for issues that can be fixed with a creative mind and a sewing machine. • Research: And most importantly, it’s important to understand what stores are truly ethical and sustainable.
A big part of sustainable fashion is not getting sucked into the web of consumerism. Most people have at least 10 pieces oof apparel that they don’t wear or need and will most likely end into an ever-soaring landfill. Studies say that we consume 400 per cent more clothing today versus 20 years ago and the average garment is only worn seven times before it gets thrown out. It’s important to consider the use of resources in the manufacture of each garment lying in our wardrobe. For instance, huge amounts of water are used to dye, finish and wash clothes. In India alone, the textile industry uses 425,000,000 gallons of water daily. Here are some frightening statistics: The average T-shirt uses 400-600 gallons of water to produce (that’s equivalent to 7-10 full bathtubs); A pair of jeans uses 1,800 gallons of water (that’s about 6,800 one-litre bottles); The fashion industry uses 1,600 chemicals in its dyeing processes. The next time you purchase something from a fast fashion retailer, it is important to ask yourself this question: is it worth the cost?
TOILE IS SOON GOING TO START AN ONLINE PORTAL P TO DISPLAY AND SELL THE CLOTHES THAT ARE AVAILABLE AT ITST BOUTIQUES.