Sustainable Fashion

Sustainability is integral to our business and planning process.

We believe that everyone in this world wants to live a wholesome and healthy life. We believe in a lifecycle approach to design. Sustainability means using resources in a way that does not weaken the planet for the next generation. Sustainable fashion has been something that we have been working on for a while now. We have been driven towards greater environmental sustainability on a large scale.

We continue to invest in processes and business practices that are better for the planets and its people. We also try to engage our production partners in the same practices as well. It is our sustainability strategy to engage our people, improve supply chain sustainability, improve the lives of everyone attached to our supply chain and look after the communities we live in.

Companies have learnt that controlling sustainability through innovation is what will benefit all of us. Creating sustainable fashion, also called eco fashion means using natural resources thoughtfully without reduction. Our range of sustainable materials and production methods include organic cotton production, recycling and the use of other imaginative materials that protect natural resources and stabilize eco-systems.

Organic cotton is grown without the use of any synthetic agricultural chemicals such as fertilizers or pesticides. Cotton growers expect not only to offer a healthier product, but also to offer something, which benefits the planet.

"Everyone is beginning to appreciate the need to reduce fashion's impact on the environment," said Alex McIntosh, business and research manager for the Centre for Sustainable Fashion at the London College of Fashion.

Cuty Merchandising focusses on 3rd generation dying which means lesser use of chemicals which are less harmful to the environment. In a world in which almost one billion people do not have access to clean drinking water, the apparel industry wastes 70 million gallons of water each year. Hence, we try to use less water, as water is a source that needs to be used very carefully.

Buying clothing made with organic materials can dramatically reduce the use of harmful pesticides and protect the lives of cotton workers, protect wildlife, improve our own health and most of all make a difference for the generations to come.

We believe that fashion has the power to transform an image and make a social statement and hence it will convey the generation to come that we are on the road of saving Earth.