Quiet Aes­thet­ics

Apparel - - Contents -

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.

WHAT’S NEXT?

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.

@Shutterstock.com

@Shutterstock.com

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