Clothes With A Conscience

Siblings Build A Brand By Upcycling Old Sarees

Several brands in the fashion industry are upcycling and it is a growing market with discards going up and an increase in demand. Siblings Rini Mehta and Rohan Mehta set up Pitara, which means treasure box in Hindi, to upcycle old sarees into aesthetically pleasing products like bags that suit the modern lifestyle.

Clothes With A Conscience

Reports suggest that textile waste is the second-largest contributor to pollution in India. Fast fashion, toxic dyes, mass industrialization, and lack of repurposing have led to a massive increase in textile waste. Globally, around 10% of textile gets reused and the rest goes to landfills. This creates an enormous ripple effect on the environment, with a rise in landfills, emission of greenhouse gases, and climate change. The youth must focus on environmentally sustainable practices.

USHA and NDTV want to encourage and educate the masses on the need for sustainable fashion and repurposing. The 4-month initiative is about building conversations and awareness around repurposing textiles and sustainable fashion. The campaign will feature brands and individuals who are promoting recycling and upcycling, giving your clothes a conscience.