I am honored and deeply humbled to be featured in GLOBAL WGSN Denim Stories "Conscious Clarity" & " New Mythologies' AW 21/22.

I have been working with "Sustainability & circular Denim" concepts for a while now. Every season I try to push the sustainable quotient one step further :-

I feel it's now or never stage for Indian Denim Brands to consider sustainability as a core practice. This pandemic has exposed the fragility of the fashion industry as a whole and the risks it faces in the long term if it does not change for good. Domestic denim brands adapting to the survival mode might be tempted to churn out xx pieces of denim put up in the market to cash on the normalized situation post covid, but this approach is not a healthy one. There needs to be a balanced strategy and tackle this situation without sacrificing the need for conscious clarity, climate change, pollution, and industrial waste.