Updated: Sep 17, 2020
Sustainability is not something you do by buying ‘eco-friendly’ colours on Holi, which are packed in plastic bags. Being sustainable is a way of living it’s a promise you make every day to choose, nature over a couple of hundred bucks.
We know this is difficult, we all have setbacks, but you could make a start by switching from ‘fast fashion’ to sustainable fashion, but what is sustainable fashion? This term usually means eco-friendly practices in the fashion industry, referencing the approach of designing, producing and consuming clothes that respect the planet by causing little to no damage and therefore sustaining the environment. It also refers to the practice of recycling and reusing the product to extend its life.
Sustainable fashion challenges the fashion industry's obsession with mass-production and globalized style and becomes a guardian of diversity. It changes the power relations between fashion creators and consumers and forges new relationships and trust that are only possible at smaller scales. It fosters a heightened state of awareness of the design process and its impacts on resources. The idea of sustainability aims to affect many points of the production chain. For workers in the textile industry in developing countries, sustainable fashion means higher wages. For end-users, sustainable fashion means that the goods are designed and manufactured with greater care and high-quality products. From an environmental point of view, it means that the environment is not harmed in any way, New ideas and product innovations are constantly redefining sustainable fashion, so using a static, single definition would ignore the evolving nature of the concept. Basically, it means having the environment as the first priority and following uncompromisable ethics every step of the way.
Now don’t hit the panic button or use one of your three wishes to find a brand like this. We present EMACITY a sustainable student-run enterprise, we take pride in the fact that all our processes are certified to be sustainable and we work with utmost ethics, our t-shirts are not only extremely comfortable but they also buck the trend and, in our words, makes ‘sustainable fashion’ look “DOPE” but wait! That’s not all, we use 100% organic cotton by doing so we ensure that you wear “the most skin-friendly fabric”, which causes no allergic reactions, and is better for the environment and ensures better health for the farmers and their land.
It is our goal to make sure that your skin is not in contact with toxic chemicals, hence, in the next part of the process we use premium natural dye instead of chemical-based dyes. By doing so we ensure our dyes do not harm the environment and are made only from renewable sources. Furthermore, our dyes are non-allergic, non-carcinogenic (which is not the case with synthetic dyes) and they have a higher ‘UV absorption rate’ that means you are better protected from the harmful UV rays of the sun.
The ESPRIT collection, developed by Lynda Grose, was based on the Eco Audit Guide, published by the Elmwood Institute. This is considered to be the earliest form of sustainable fashion, back then the goal was to ‘reduce environmental damage’ in almost 30 years not much has changed the fashion industry has become the second most polluting industry in the world. We have to wake up before its too late, we can’t be satisfied with just ‘reducing damage’, we have to make sure that we cause zero damage to the environment and give back more than we take. EMACITY has set out on this path and we need your help to stay pledged to the cause.