Thanks to the collaboration of India’s leading online fashion giant Myntra and leading global sustainable fibre brand LENZING™ ECOVERO™, over the last year, Myntra has registered a 20 per cent growth in the use of sustainable viscose fibres in its womenswear, westernwear and ethnicwear categories.
The move is seen as an effort on the part of Myntra towards the use of fibre sources that reduce environmental and social impacts.
The products, which were earlier made of standard viscose, are now using 60 per cent LENZING™ ECOVERO™ viscose fibre on account of the partnership, thereby resulting in the reduction in carbon footprint by 670 tonnes and water consumption by 4.2 million litres in the last one year.
Myntra has also witnessed a 25 per cent increase in the number of units of products that are made using LENZING™ ECOVERO™ fibre since the beginning of this partnership last year.
As a step in Myntra’s commitment to source sustainably, this partnership has enabled Myntra’s in-house fashion brands to offer viscose apparels made largely of LENZING™ ECOVERO™ branded specialty viscose fibre, an environmentally responsible viscose that is certified with the EU Ecolabel and produced using an eco-responsible process.
Tailored to a sustainable lifestyle, this specialty viscose fiber from LENZING™ ECOVERO™ has been certified with the EU Ecolabel, which is awarded to products and services meeting stringent sustainability requirements throughout their life cycle.
Some of the brands that have adopted a mix of LENZING™ ECOVERO™ fibre in their apparel include DressBerry, Roadster Life & Co., Sangria, Anouk, Sztori, Ether and Mast & Harbour.
In order to accelerate the adoption of sustainable material by brands, Myntra is also building awareness with its in-house brands and sourcing teams on sustainable viscose yarns. This enables Myntra to tread further in its commitment towards the environment, while adding to the Flipkart Group’s commitment, as a part of its partnership with Canopy, to purchase man-made cellulosic products that include a minimum of 50 per cent of innovative fibre sources as well as to Lenzing’s vision of net zero carbon emissions by 2050.
Manohar Kamath, CXO and Chief, Myntra Fashion Brands, Myntra, said, “As an enterprise that is committed to a sustainable future, we are happy to have collaborated for a year with Lenzing, which has augmented our efforts in the direction of sustainable sourcing practices. This shift has shown a positive growth towards sustainable living and as a brand, we aim to propel our commitment and efforts with such partnerships, powered by a growing base of conscious consumers.”
S. Jayaraman, Senior Commercial Director, Lenzing Fibers AMEA & NEA, said, “Lenzing group has been known for offering innovative, eco-friendly solutions to the textile industry. The one year of our partnership with Myntra is an inspiring testimony for the Indian market in transitioning to responsible fashion. The success here highlights the potential for eco-friendly ingredients like LENZING™ ECOVERO™ fibers and how they can be made accessible for the local consumers. The growth of this partnership has opened doors to making responsible fashion more mainstream.”
With 80 years of experience, the Lenzing Group is the only company in the world which produces significant volumes of all three wood-based cellulose fiber generations. The Lenzing Group is an international company that produces high-quality fibers made with wood pulp from sustainable tree farms. Derived from certified renewable wood sources using an eco-responsible production process by meeting high environmental standards, LENZING™ ECOVERO™ fibers tailor to a sustainable lifestyle, contributing to a cleaner environment.
