Myntra and LENZING™ ECOVERO™ fibre brand have joined forces for the upcoming festive season to provide clothing made entirely of eco-friendly viscose fibre.
The collaboration has invigorated Myntra’s in-house fashion brands to develop an environmentally responsible apparel line for both men and women.
As the world is turning towards greener solutions, Indian brands plan to stay two steps ahead. The partnership between Myntra and LENZING™ ECOVERO™ brand is proof of how sustainability and innovation should go hand in hand.
Myntra’s brands Roadster, Dressberry, Mast & Harbour and House of Pataudi have had the most innovative minds work to build a wide range of designs for the collection.
The outfits will be reasonably priced and cater to a diverse taste in fashion for buyers across India.
The LENZING™ ECOVERO™ fibres are derived from certified renewable sources of wood using a responsible production process meeting high environmental standards. What’s more, the viscose fibre is certified with the EU Ecolabel that is awarded to products and services meeting stringent sustainability requirements throughout their life cycle.
Speaking on the partnership, Amar Nagaram, CEO, Myntra, said “As one of the leading fashion retailers in the country, we are curiously conscious and committed to working towards serving the evolving fashion preferences of our customers with holistic offerings.
This collaboration will further enhance Myntra’s commitment towards the ecosystem.”
Speaking about the association, Avinash Mane, Commercial Head, South Asia, Lenzing Group, said “As global industry leader in sustainability and innovation, we at Lenzing fibers are pleased to collaborate with Myntra to power eco-friendly fashion for Indian consumers. This collection brings a perfect mix of fashion and sustainability. Through this, we hope to create a larger outreach amongst consumers as well as industry on adopting alternative resources and processes in their brands.”