Sustainability is a very broad concept. When we refer to it from a fashion perspective, we mean to produce garments, products and clothing which are derived from fabrics that are obtained from eco-friendly resources. These sources may include sustainably grown fibres, crops or recycled material. Sustainable clothing includes upcycling and recycling of clothing to make new garments and products. Sustainable fashion also includes activities, products and processes which are built on social and environmental integrity and animal welfare, all while aiming to achieve a carbon-neutral fashion industry. Sustainability is gaining popularity in the fashion world. Sustainable clothing has become a big hit among the current youth who are conscious buyers. With the rising popularity of sustainable fashion, the concept has now extended to the athleisure segment as well. A number of brands have popularised the concept of 'sustainable athleisure'. Let's understand more about the concept and processes which go behind it.
The most important question that arises is what kind of fabrics are used in making athleisure garments. As these clothes are to be used mainly for exercise or as general comfort wear, they need to be soft, smooth and comforting to the skin. They also need to include hypoallergenic fabrics as using them while working out may cause allergies and rashes to the users. Predominantly, the fabric used for such garments includes micro-modal slub, hemp blends with organic cotton and recycled poly, and many varieties of blends, majorly obtained from bamboo, hemp and beechwood. The entire production process of the garments is chemical-free, making it environment-friendly.
Another important aspect of sustainable fashion includes how often you need to change the garments or products in terms of its shelf life. The brand which delivers products with better shelf life are definitely regarded as the better players in the market. The longevity of the garment also depends on its maintenance, but primarily on the strength of the fabrics used. It is also of vital importance that the brands are conscious about the designs and patterns used by them for making the garments. If the designs used are classic and ageless, the users would keep the garments for a longer duration rather than the fads which would become mundane after a few months.
Creating brand awareness regarding sustainable products has also become necessary because of the social media culture. Finding the right way to take these eco-friendly sustainable products to the masses in an appealing manner would encourage the youth to include them as a part of their lifestyle. In doing something for the environment, every bit counts. So, if the youth is made aware of alternative athleisure brands which provide a sustainable alternative to synthetic activewear, they would hopefully pick the former.
One such brand which provides sustainable athleisure options is OG & Co, which launches India's first ever Hemp, Bamboo & Beech Wood Athleisure line. Urshila Rao Ganji, Founder & Creative Head of the brand caters to the numerous expectations of the youth, while delivering a sustainable product, safeguarding the environment in numerous ways. We are so excited for the innovation of sustainable athleisure as it would help us protect the environment in more than one ways. Let's be conscious buyers and do our bit towards making the appropriate buying decisions.