Indian Terrain sets 'sustainability targets'
07 December 2021, Mumbai:
Indian Terrain will produce 50 percent of its collection sustainably over the next five years. The brand retails a range of eco-friendly T-shirts, trousers, and shirts manufactured through sustainable farming methods.
Indian Terrain aims to respond to the growing consumer demand for sustainable fashion at an affordable price. The brand ambassador is former Indian cricket captain MS Dhoni. Since boys in India look up to Dhoni, his presence is seen as a boost to the boys’ wear range.
As of now, Indian Terrain boys’ wear contributes 10 percent to the company’s overall business.
The fashion retailer is also banking on sales from e-commerce portals to contribute more to its overall business. Indian Terrain is strengthening its commitment toward becoming India’s first retail fashion brand that offers sustainable clothing options for consumers who are moving towards green fashion.
The brand joined forces with FairTrade India to create an exclusive sustainable fashion line that helps protect the environment as well as to empower FairTrade farmers. In this way, consumers get sustainable fashion options and are informed about the raw materials and the processes that go behind their purchases.
Indian Terrain is a men’s high street fashion brand. The brand works with farmers who practice sustainable farming practices.
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