Clothes With A Conscience
Clothes With A Conscience
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The Birth Of 'Studio Beej' To Change The Face Of Fashion

Studio Beej, a Mumbai-based brand founded by Arundhati Kumar uses innovative materials to make trendy bags and accessories. Studio Beej was born out of the core belief that style and sustainability can and must exist.

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.