In today’s world, where sustainability is becoming increasingly important, several fashion entrepreneurs are redefining the industry by focusing on eco-friendly practices. These trendsetters are not only transforming how we view fashion but are also making a significant impact on reducing waste, promoting fair trade, and using innovative materials.
Let’s explore five such sustainable fashion startups that are paving the way for a greener, more conscious future.
1. Juhu Beach Studio (JBS)
Prakruthi Rao and Akshara Mehta, co-founders of Juhu Beach Studio (JBS), turn textile waste into unique, handcrafted products with a focus on sustainability. Both NID Ahmedabad graduates, they use textile scraps from local manufacturing units and discarded materials from abroad. “We always knew that we wanted to work with waste,” says Prakruthi.
JBS employs an all-women team, offering a supportive, inclusive work environment. “When we started this brand we were very keen on having an all-women team. Because the traditional workplace has not been designed to take into account all the other things a woman is expected to do in her home. We designed this workspace to accommodate that,” shares Prakruthi.
The duo’s designs are influenced by the materials they source, creating polished, desirable products from waste. “We wanted our products to be designed in such a way that someone who cares about sustainability finds something that they like,” says Prakruthi.
Looking to expand, JBS plans to enter the lifestyle accessories market, focusing on creating standout pieces for everyday outfits. Through their workshops, they aim to promote upcycling and shift attitudes toward reusing and cherishing discarded items, as Prakruthi concludes, “Just because something’s been discarded or damaged, it does not mean that it’s useless.”
Read more about JBS here.
2. Unirec
Kapil Bhatia, a commerce graduate and veteran in the retail industry, founded Unirec in 2021. His company turns plastic waste into clothing by converting plastic bottles into fibers, which are then woven into fabrics for garments like shirts, jackets, and trousers.
“Each garment sold by us last year has helped in recycling 12 plastic bottles of 1 litre each,” he says. The company is certified with the Global Recyclable Standard (GRS) for ensuring the use of recycled materials.
Despite being slightly more expensive, Kapil emphasises, “Whenever I am posed with doubts about how these recycled fabrics are different from usual market alternatives, I tell them it is ‘as normal as’ other fabrics.”
Read the journey of Unirec here.
3. Tega Collective
Niharika Elety, founder of Tega Collective, discovered her passion for design while growing up in Hyderabad. After studying biomedical engineering, she shifted her focus to sustainable fashion, leading to the launch of Tega Collective in 2022.
Tega Collective blends indigenous craftsmanship with modern design, collaborating with Adivasi communities in Bellary, Karnataka. The brand features vibrant Lambani embroidery and uses sustainable fabrics like khadi and eri silk, dyed with natural elements. Niharika ensures 15% of proceeds support these communities, emphasising, “You need a team to create a collective, so don’t try to do everything yourself.”
Discover more about Tega Collective.
4. Hibiscus Heroes
Sowmya, a Bengaluru native and NIFT graduate, founded Hibiscus Heroes in 2020, a sustainable fashion brand focused on natural dyes and plant-based fabrics. Her journey began with an internship in Auroville, where she was inspired by the town’s eco-friendly practices. After working with Tommy Hilfiger, Sowmya became aware of fast fashion’s environmental impact, prompting her to return to Auroville and start her own brand.
Hibiscus Heroes uses alternative fabrics like lyocell and modals to avoid the environmental impact of cotton, silk, and leather. The brand incorporates natural dyes from plants like wedelia, annatto seeds, and palash flowers.
“When you work with natural products, there is always a surprise involved. Whatever you see the first time around does not necessarily mean it will be the same the second time as the pigment in the leaf changes depending on if the monsoon is late or early,” she says. Despite such challenges, Sowmya’s experiments led to a successful, eco-conscious clothing line.
Read more about Hibiscus Heroes here.
5. JEBSISPAR
Jebin Johny, founder of the sustainable luxury brand JEBSISPAR, grew up in Kerala with a deep passion for sustainability, learning from his family, who repurposed clothes and grew their own food. “The life cycle of a piece of clothing in my home was nothing less than six years,” he recalls.
After studying Fashion Technology and design, Jebin launched JEBSISPAR in 2015, focusing on traditional Kuthampully handloom fabrics from Kerala. He worked to ensure fair wages for artisans, saying, “It takes an artisan 250 days to weave a saree, but at the end of it, he is paid Rs 250.” Through his brand, he improved conditions for weavers and used eco-friendly dyes, planting a sapling with every sale.
JEBSISPAR has attracted a global clientele, including celebrities like Sonam Kapoor and Kalki Koechlin. Despite the fame, Jebin says, “I was this kid who worked in the field, played in the mud, and loved nature for what it was. My work today is just a continuation of that.”
Know more about the journey of JEBSISPAR.
Edited by Arunava Banerjee
