Over 100 SKUs made with 100% Fairtrade certified cotton will be housed in the men’s t-shirt segment by casualwear brand Here & Now. The association is expected to source 110 metric tons (MT) of ethically grown cotton
Bengaluru: Myntra has become the first large-scale e-commerce brand in India to partner with Fairtrade, a global network of non-profit organizations committed to promoting sustainability in agricultural value chains, marking a new milestone in his journey to sustainability. As part of the collaboration, Myntra will add a line of sustainable clothing, made from cotton from a Fairtrade-certified supply chain, to its popular brand of fashionable casual wear. Here Now.
Using cutting-edge technology and processes to bring exciting styles, Here & Now resonates with the fashion sensibilities of young Indian consumers. With the goal of making trend-based fashion sustainable, through this partnership, Myntra is ready to meet the needs of its fashion-conscious Gen-Z and millennial consumers and beyond seeking the latest styles and trends. This ecological line will be launched initially with more than 100 styles through category t-shirts for men, at an affordable average retail price of ₹450-500, with plans to expand to over 250 styles and expand into the women’s t-shirt and athleisure categories. The new collaborative collection will be part of Myntra for Earth, a one-of-a-kind themed boutique dedicated to sustainable fashion alternatives, offering over 5,500 eco-friendly styles from over 100 brands. The association is expected to meet a procurement target of a minimum of 110 metric tons (MT) of Ethically grown cotton approved by fair trade.
Fair trade works with more than 1.9 million farmers and agricultural workers worldwide, and more than 125,000 small-scale farmers and workers who are part of 109 certified producer organizations, in 15 states and one union territory in India. With the vision of a world in which all producers can enjoy secure and sustainable livelihoods, fulfill their potential and decide their future, Fairtrade helps farmers adopt socially, environmentally and economically sustainable practices in accordance with the standards set by the organization. Products that are produced through a Fairtrade certified supply chain and follow Fairtrade trading conditions are accompanied by the FAIR TRADE BRANDallowing informed consumers to easily identify products produced using responsible farming methods.
Speaking at the launch of the collaborative collection, Neetu Jotwani – Senior Vice President, House of Brands, Myntra said: “In line with our commitment to sustainability, we strive to adopt environmentally friendly practices throughout the supply chain and manufacturing processes to make them resource efficient. This collaboration with Fairtrade is a step in that direction, while also equipping and empowering cotton farmers and enabling them to have a better future.
Commenting on the association with Myntra, Abhishek Jani, CEO of Fairtrade India Project, said: “This collaboration between Myntra and Fairtrade is of major significance as it would not only create a positive impact for cotton farmers, their communities and the environment, but would also help mainstream fair trade and sustainable fashion choices for consumers. indians. We are seeing across all categories that Indian consumers are increasingly looking for sustainable choices, and through this collaboration, Myntra would become the first major fashion e-commerce platform in India to launch a Fairtrade collection, providing its customers with choices sustainable more trend-oriented. With many more styles in the works, we look forward to leveraging this great partnership with Myntra.
In its commitment to sustainability, Myntra has made efforts to design and adopt practices throughout the value chain towards a more sustainable future.