Slow Fashion: How Bhusattva is doing it right

Slow fashion is about more than just the environment, or human rights, or style. It is about living a life that is true and honest to all of our other beliefs and principles.


This content comes from Bhu:sattva

Our addiction to cheap, impulse purchase fast fashion is destroying our environment, tragically devaluing our labour force, and leaving more of us dissatisfied. Fast fashion can almost always be equated with unethical practices because many of the high-street retailers racing to fill stores with the latest trends have supply chains that rely on cheap labour working in hazardous conditions. Safe working conditions and fair pay are not on their list of priorities. As long as the focus remains on speed, mass-produced fashion and up-to-the-minute trends, there is little room for sustainability – producing clothing that is built to last and won’t be thrown away after a few months – in the fashion world.

‘Slow fashion’ is emerging as a conscious alternative to what is now the clothing industry’s dominant fast fashion business model. Slow fashion promotes durability and a commitment to ethical working practices. Surveys have indicated that consumers will accept a higher price for clothing that comes with some kind of ethical guarantee.

Ultimately, slow fashion is about more than just the environment, or human rights, or style. It is about living a life that is true and honest to all of our other beliefs and principles. This is a lifestyle choice. Once you start to think about what you’re buying and wearing, you don’t go backwards—you want to keep going forward.

Bhusattva, the Ahmedabad based certified organic fashion house is a name that is synonymous with sustainable fashion. Bhusattva has pioneered the concept of organic fashion in India, carving a niche for itself in domestic and international markets. Bhusattva’s unique appeal lies in clothes that are made from fabric produced using natural ingredients and dyed with herbal colours. There is an earthy essence to these clothes, something that makes you feel connected to Mother Nature and be fashionable responsibly.

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Here are some ways in which Bhu:sattva creates fashion sustainably without sacrificing its super-cool style:

  1. Bhu:sattva is a brand that started green instead of ‘going green. ‘Bhu’ stands for earth and ‘Sattva’ stands for essence which collectively forms the philosophy of the brand ‘True Essence of Earth’.
  2. Bhusattva uses unconventional natural fibres made from ingredients like milk protein, banana protein, soya milk protein and bamboo which are harmless to nature and beneficial to the wearer’s health. From its soft, smooth and lustrous look to its anti-bacterial and bio-degradable properties, these fibres absorb sweat and moisture and help regulate body temperature.
  1. It uses only organic vegetable and natural dyes, from the red of beets and pomegranate to the yellowish brown of kesu flowers and catechu (acacia).
  1. Bhusattva pays a great deal of attention to an ethical and responsible backward integration with the farmers and farming process. The entire farming process is done in a manner so as to give the farmers a chance to improve their socio-economic lifestyle. Bhusattva empowers these farmers so that they can earn their bread on their own and are compensated well for their efforts. This has led to an improvement in the social status of farmers and their families. Their children now go to school and their living conditions have improved.
  1. Our farming process begins with the cultivation of organic cotton where conventional farmers are converted to organic farming. Bhu:Sattva supports these farmers to get due recognition for their efforts. Natural fertilizers are used to cause minimum harm to crop and soil.
  1. Another aspect of Bhu:sattva’s process of making clothes is the human element involved. By adopting handmade dyes, hand painting, hand block printing, hand weaving and hand embroidery, Bhu:Sattva is committed to supporting traditional Indian craftspeople and artisans and promoting their skills. We focus on bringing back traditional art forms like phad, kasuti, kalamkari and more. The human element gives our garments a warmth and earthy essence, it gives consumers an opportunity to connect with ancient art forms often lost in contemporary fast fashion markets and it gives skilled artisans a steady source of income and helps them retain their identity.

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  1. Bhu:Sattva aims to make ethical designs fashionable – designs that cause no harm to the earth, the farmers, animals or to the end user. Our creative designers build upon all the previous efforts and design ensembles which are aesthetic, glamourous, and tell stories of their own.

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The content above was provided by Bhu:sattva as a media-marketing initiative and is not subject to The Alternative’s editorial review.

The Sustainable Fashion Hub is a series that examines shifts in the the global fashion industry to more sustainable and ethical practices and processes, with a special focus on India. It explores what goes into creating a just and sustainable fashion value chain – from the creation of garments and lifestyle accessories to making them available to consumers. All content on the hub is produced with 100% editorial independence by The Alternative. 

The Hub is supported by logo, India’s first certified organic designer apparel brand in India. With products that are directly sourced from organic cotton farmers at fair trade terms. Bhu:Sattva® uses natural colours, vegetable and herb dyes and goes further to work on reviving various forms of traditional weaving and handloom. Information on its products and processes can be found at http://www.bhusattva.com

 


  ABOUT THE AUTHOR
BhuSattva is India’s first certified organic fashion apparel brand in India with products that are directly sourced from organic cotton farmers at fair trade terms. Bhu:Sattva® uses natural colours, vegetable and herb dyes and goes further to work on reviving various forms of traditional weaving and handloom. more

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  ABOUT THE AUTHOR
BhuSattva is India’s first certified organic fashion apparel brand in India with products that are directly sourced from organic cotton farmers at fair trade terms. Bhu:Sattva® uses natural colours, vegetable and herb dyes and goes further to work on reviving various forms of traditional weaving and handloom. more

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