“India is still warming up to the idea of organic,” says Hina Palkar, Director, I Wear Me, a premier T-shirt brand that offers 100 per cent organic cotton tees. “Although the organic food category is doing extremely well, organic clothing is yet to make a mark on the minds of Indian consumers. We need to make a lot of communication and educational efforts on the ground level to make people aware about the concept,” she adds.
Organic line for women
With plans to launch a new category offering all women’s clothing, I Wear Me makes its T-shirts from organic cotton grown without using pesticides or harmful fertilisers. “Even the factory making these tees follows stringent guidelines laid down by GOTS,” notes Palkar. The new women’s offering will include dresses, tops, comfy pants made from 100 per cent organic cotton. “We also plan to introduce more eco-friendly fabrics, like peace silk, linen, modal, etc,” Palkar observes.
I Wear Me’s apparels are pocket-friendly and accessible to all as “as organic clothing is economical in terms of production and we see no reason why it cannot be priced at par with conventional clothing,” adds Palkar. Besides, cotton the brand also uses bamboo, Modal and Tencel to make clothes.
Building a sustainable clothing ecosystem
Palkar believes the concept of organic clothing is still at a nascent stage in India. Small and boutique brands face a lot of difficulties in procuring organic fabrics and suppliers as only a few manufacturing companies are willing to work with smaller brands. The major markets for organic clothing are the Tier I, II and III cities. “If done right, the concept can find many takers in the country. With the right government interventions, the organic clothing industry can go a long way and help build a sustainable clothing ecosystem,” adds Palkar.
I Wear Me currently retails exclusively through its own website along with online retail partners like Flipkart, etc. “Our key focus is India, and we plan to target Tier I, II cites. We also plan to expand our product portfolio and offer more than just tees. Our aim is to cater to audiences of all age groups, right from kids to adults.”