Indian apparel brands go green

Following the global trend of going green, Indian apparel makers too are chipping in by doing their

bit for the environment and spreading awareness among consumers. Two major Indian apparel brands have already taken the lead. Both Van Heusen and Arrow have come up with 100 percent organic collections made from cotton, linen and natural dyes.

Van Heusen recently launched its eco-friendly apparel, starting at Rs 1,599. The line costs the same as the company’s regular line of clothes, while Arrow’s eco-friendly line costs more than its regular range of clothes. Punit Chauhan, Arrow’s product manager says the way the world is heading it is critical for brands to create awareness among themselves, so that they can contribute towards saving nature.  After launching its 100 per cent organic collection, Arrow plans to expand its green effort by using more natural fibers and recyclable collections.

Shital Mehta, COO of Van Heusen agrees. He feels limited resources and increasing productivity have put the natural environment around us under tremendous pressure. That is the reason why Van Heusen got serious about starting the eco-friendly line. According to him even something as small as weed removal for cotton crops has been done physically without reliance on chemical killers. Van Heusen’s organic line also follows the natural cycles and harvests the cotton when it’s fully ready.