Celebrate summer with good old cotton
This year cotton production in India is estimated to be up by 15 per cent — yet India is importing more cotton than it did last year. Blame it on the appreciation of the rupee, but the fact is some of the best cotton in the world is produced right at its footstep. Obviously, textile minister Smriti Irani seems aware of this. She has worked with the apex body of India’s fashion industry, the Fashion Design Council of India (FDCI), to promote handloom, and she has now launched a social media campaign #CottonIsCool with their support.
Staying true to the new age trend, Irani launched this campaign on Twitter. She tweeted, “I celebrate Indian summers and cotton industry with my #CottonIsCool look. What is your #CottonIsCool look?!” along with a picture of hers in a cotton sari. The photograph is one of the most viewed ones with the “cotton is cool” hashtag.
Since then many have jumped onto the bandwagon and shared their #cottoniscool picture. The campaign is a hit among politicos, celebrities and more. From fashion designer Anita Dongre to actors such as Randeep Hooda and Hema Malini, many are endorsing and supporting the initiative.
Of course, we all know cotton is the best fabric for summer as it allows skin to breathe. Yet vast choices available at fast fashion stores are probably not made of 100 per cent cotton. Man-made or synthetic fabric
The campaign is a hit among politicos, celebrities and more
is added to cotton to give it some stretch and perhaps a better fit. Such fabrics also require less maintenance. But the fact is nothing compares with the comfort of pure cotton. Which is probably why, cotton has been in use for well over 7,000 years. And while China is the largest producer of cotton, India is not far behind. It is, therefore, all the more important for the Indian textile ministry to promote the use of cotton. It is quite versatile in its use. Denim, calico, chino and gingham are some of the fabrics that are made from cotton. Cotton takes dye very well, yet is machine washable and can take repeated washings with ease. It really is fashion’s most underestimated textile.
Of late, cotton has been receiving some negative press. Despite being a natural fabric, it isn’t always environmental friendly. It takes enormous amounts of water and pesticides to produce just one kilo of cotton. Many of the Indian farmers who pluck cotton put their health at risk and are affected by the heavy use of pesticides. Irani is known to wear and promote hand-woven cotton, particularly one that is produced as organically as possible. But here is my suggestion: Do wear cotton this summer, and see if it is from India. Also, if you can, look for bamboo or hemp cotton, as these are sustainable fabrics. If that is too much to remember or look out for, just remember, anything made of cotton is better than synthetic, any day. Sujata Assomull is the Consulting Fashion Editor
at the Khaleej Times