I Wear Me is gung-ho about eco-friendly T-shirts

A premium export-oriented brand, I Wear Me is now looking at expanding into domestic e-retail in the forthcoming season. The company is also planning to launch an all women’s category this season which will include dresses, tops, comfortable pants made from 100 per cent organic cotton. In addition the brand will also introduce more eco-friendly fabric such as Peace silk, linen, Modal etc.

Eco-friendly is the keyword now. With most brands opting for organic apparels, I Wear Me too has ventured into the same territory. However, they are clear that they wouldn’t want to go out and out on organics but focus on the aesthetic part of the fabric. For them, organic concept has to be subtle and weave into the entire communication while talking to their customers. Interestingly, exports of organic cotton is the highest from India.

Growing with T-shirts the organic way

I Wear Me focuses primarily on organic T-shirts. It is an ever-growing market and there is never a slump in this category as a large proportion of Indian population is young. However, there is fierce competition in the category based on prices, design, quality and so on, with every player wanting a share of the market. And in order to stand out, each player has to be innovative in terms of design or fabric. It’s here that I Wear Me is ahead because of its organic range of T-shirts.

Organic T-shirts are made from cotton that has been grown organically. This means, the farming has been done using organic methods without pesticides or harmful fertlisers. Even at the production level, the factory needs to follow stringent guidelines laid down by GOTS, etc. A major visible difference is that the organic fabric is naturally softer than the chemically softened conventional cotton.

Hina Palkar, Founder-Director, says, “As our brand philosophy, I Wear Me’s key focus is to make organic clothing accessible and pocket friendly for every consumer. The price of organic clothing shouldn’t be determined by just the term organic but also the overall aesthetic of the product too. Organic is economical in terms of production and we see no reason why it cannot be priced at par with conventional clothing.

The brand is focusing on Tier I and II cities which have maximum demand for organic clothes. Along with that, it also plans to expand the product portfolio and offer more than just T-shirts. The aim is to cater to both adults and children.

I Wear Me currently retails exclusively through its own website along with other online retail partners such as Flipkart. The brand has no plans yet to retail through traditional offline formats.