Homegrown menswear brand Indian Terrain is partnering with Fairtrade India to create an exclusive, sustainable clothing line that is good for the environment along with empowering Fairtrade farmers in Gujarat.
Indian Terrain is a company that stands by its 20-year-long commitment to offer best-in-class quality products to customers but with the environmental footprint of fashion increasing, the company recognises its role in making sustainable fashion more mainstream.
The Fairtrade-labelled capsule collection means that farmers will be able to get a fair price for their products, there will be no child labour involved and no harmful pesticides used.
Commenting on the association, Charath Narsimhan, Managing Director, Indian Terrain Fashions Limited, said “We have taken a step towards sustainability by addressing these growing imperatives of trust, sustainability and quality through our association with Fairtrade India, thus becoming the first Indian high-street label to create a product line exclusively made with Fairtrade cotton, sourced from farmers in the Surendranagar District of Gujarat.”
He added, “Going forward we intend to produce over 50 per cent of our entire portfolio with Fairtrade cotton, recycled polyester, recycled cotton and organic fibres such as bamboo, hemp, sourced consciously and sustainably over the next 3 years. We will work exclusively with certified suppliers and highlight the traceability of the raw materials used, to ensure supply chain partners are aligned with our objectives. We will also expand to bio-degradable packaging and product circularity.”
The new collection is launching with tees in graphic prints and solid colours for both men and boys and will later expand to include shirts and trousers.
Additionally, the more people buy from the collection, the higher proportion of Fairtrade Premium earned by farmer organisations.
It will be available on the official e-store as well as select physical Indian Terrain stores across India.
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