The Indian fashion landscape is a dynamic one and sustainability is the latest catchword. And rightfully so, considering it's the driving force behind transformative change. Today, it is fashionable not just to look good but also to do good. In a world where "Plastic has got to go," the apparel industry is taking charge to make bold and impactful strides toward sustainability, and recycled polyester is appearing as a game-changer. Think of it as Polyester's Second Act.
Recycled polyester which is manufactured from post-consumer plastic bottles, plays a crucial role in reducing the apparel industry's environmental footprint. Traditional polyester production is very resource-intensive and causes considerable pollution. Recycled polyester, on the other hand, not only conserves energy but also diverts plastic waste from landfills and oceans. Major Indian brands are recognizing this necessity, leading to a shift in their production processes.
The sports and activewear segment, in particular, is where you see the majority of the sustainable initiatives. Major players like Adidas and Nike lead the charge, proving that style and sustainability can go hand in hand. Since 2015, Adidas has been collaborating with “Parley for the Oceans”, creating products from recycled ocean waste. The 'Primeblue' and 'Primegreen' labels signify a commitment to using recycled materials, and the FUTURECRAFT.LOOP project is leading the circular product development. Adidas has recently introduced 'Made to be remade' products, emphasising a cycle of wear, return, recycling, and remaking into something new.
Nike took influential steps in this direction. They took the bold step to dress India's national cricket teams in jerseys made from recycled polyester. Not only did this add momentum to an otherwise low-key moment, but also sparked conversation by leveraging the brand’s reputation as a trendsetter. Even the current Indian cricket team jerseys made by Adidas are made from 100% recycled polyester. These jerseys mark a significant shift towards sustainable practices in mainstream sports apparel. Likewise, Columbia Sportswear is turning heads by using 21 recycled plastic bottles to craft its OutDry Ex Eco Jacket, showcasing the possibilities of dye-free, recycled fabric in high-performance outerwear. Who said
The commitment to recycled polyester extends beyond individual brands. Textile Exchange and Fashion Industry Charter for Climate Action have jointly launched an initiative aimed at boosting the market for recycled polyester. Eighty-five prominent brands, including Adidas, H&M Group, and the Inditex Group, have pledged to increase the share of recycled polyester in garments to 45% by 2025, with an ultimate goal of achieving a 90% market share by 2030. This collaborative effort signifies a collective determination to drive sustainability across the fashion industry. Closer to home, firms like JB Ecotex are spearheading the creation of high-quality recycled polyester fibers with unreal momentum.
Some of India's most celebrated fashion houses too are backing the cause of sustainable fashion with recycled polyester. Doodlage stands out as a visionary brand with a mission to tackle textile waste. It resourcefully upcycles textile waste into modern, stylish apparel. Using deadstock fabric, recycled polyester, and organic cotton, the brand redefines eco-friendly fashion in India.
The very popular couturist, Gaurav Gupta takes an innovative approach to sustainability by working with materials excavated from landfills and oceans. By weaving crisp packets, biscuit wrappers, and plastic bottles into fabrics, he crafts signature red-carpet-ready dresses and gowns with an eco-conscious twist. I mean, the showstopper outfit in the 2021 Fall Lakme Fashion Week Finale. Need we say more?
Amit Aggarwal has always been vocal about his efforts to ensure that his operations are as eco-friendly as they can be. He incorporates recycled polymers, plastic, bindi sheets, and industrial waste in his creations. Be it the 3D trims or the metallic detailing, Aggarwal's structured dresses, gowns, and lehengas showcase the beauty that can emerge from repurposed materials, restating that recycling and upcycling are the future of fashion.
Sure, there are hurdles like figuring out how to make recycled polyester production as scalable as your wardrobe ambitions and educating folks about it. But hey, with initiatives like the Circular Fashion Revolution gaining momentum, the future is looking as bright as a runway under the spotlight. As more brands adopt sustainable practices, the ripple effect is felt not only in boardrooms but also in the choices consumers make. With its rich cultural heritage, textile traditions, and significant role as a global resource for craftsmanship, India holds a unique position as the fashion industry shifts towards a more sustainable future. The dynamic symbiosis between fashion, environmental consciousness, and corporate responsibility is moulding a new narrative. So, next time you slip into that recycled polyester masterpiece, remember – you're not just wearing clothes; you're donning a symbol of transformation. India's fashion future is all about weaving stories through our clothes and making a positive impact on the world we live in.
