Nitin Bal Chauhan is promoting sustainable fashion with his new line, NBC Sustain. Chauhan is also set to launch a flagship store in New Delhi this month. The idea behind NBC Sustain is to make handmade products. The store, Chauhan says, is for socially-conscious independent women from all walks of life and will be located in Ambawata One, Mehrauli.
Chauhan says modest fashion and sustainability it will be the focal point of his work. The main objective is to improve the quality of raw materials, design and production and market it well. His collection includes hand printing and dying techniques like shibori, tie-dye, batik etc. The designer works with man-made natural fibres like modal, bamboo silk, pineapple fibres, and organic cotton.
Besides working with sustainable weavers in Himachal Pradesh, he is creating marketing and design solutions for craft clusters in the region to promote sustainable textile production. NBC Sustain is committed to reviving and creating marketing solutions for indigenous crafts and tradition, believing this can change the landscape of fashion in India and abroad. He says it would take 10 seasons to transform the fashion industry and make it more sustainable than its current situation.