There's cool stuff and then there's COOL stuff. Indigreen, a Mumbai based start up by two young entrepreneurs recently launched a special, limited edition of organic cotton tees and bags, with funky Bollywood art on each.
In a country where the only religions that remain dispute free are cricket and Bollywood, Nidhi S. and Gaurav G. have managed to capture the pulse of the nation by not only getting some real cool Bollywood designs on their tees and bags but ensuring these are done with minimal environmental impact.
Started with the basic idea of making eco friendly fashion easily available to more and more people, Indigreen's tees and bags are a perfect choice for those who care about issues like climate change, global warming and feel the need to make conscious green choices when they are out shopping.
The theme of Indigreen tees is Go Green Bollywood Style! Nidhi and Gaurav believe that if reaching out to people with a cause, capture their imagination with a strong visual message. Most of us don't want to watch a boring documentary on global warming and climate change. And infact not many really care to save the planet - but most people do care to look hot !
Their tees and bags have trendy Bollywood art hand painted by erstwhile artists who painted big Bollywood movie posters before the digital print invasion.
Pick up any of their tees and it is sure to tickle your funny bone! A perfect blend of humor and entertainment that is certain to catch some real attention. Small hand painted patches that look like Bollywood film posters carry quirky ‘go green’ messages that are incorporated into the original theme of the poster or film.
I am sorry for my non-Indian readers, these are as Indian as it gets...
As Indians, we all have a weak spot for Bollywood and by mixing global warming, climate change, pollution and environmental degradation with Bollywood to create a quirky yet extremely effective mix for their eco friendly merchandise Indigreen has hit the mark for what I call smart & sustainable entrepreneurship.
The t-shirts are made of 100% organic cotton and the dyes used are low impact or vegetable dyes. The paints used for the Bollywood art are non toxic, eco friendly and child safe. Even the painted patches stitched on to the t-shirts and bags are done by women who are paid almost four times the usual market rates.
The eco-friendly bags are made of organic cotton and organic Khadi (one of the most eco pure fabrics on this planet!!).
Purchasing an Indigreen t-shirt or bag will damage your pocket anywhere between Rs. 2400 to Rs. 3000 (US$ 50-70); but keep in mind how much this will drive down your eco-footprint and drive up your 'oomph' factor!!
Visit Indigreen.co.in for more information.
I have always been against wearing synthetic clothes. You know, the synthetic polyester, rayon kind of non-breathable clothes? Somehow, I have felt artificial and synthetic, much like the clothes themselves, when I have worn them on the odd occasion. There is truly nothing quite like cottons, silks, jute and other such amazingly comfortable natural fabrics.
Being in India, cotton or silk clothing is pretty much tradition for us so there really isn't much for me to complain about.Yet, I am always rummaging through the WWW to keep abreast with sustainable and fashionable apparel brands available across the globe. During one of my such hunts, I chanced upon Amana. Stylish clothes that breathe. Wow! Pleated blouses, tunics, dresses, snug coats for the winter and pretty silk numbers to rock the party are all available at Amana’s - based out of London but they accept international orders on their webstore.
For organic clothing, this is perhaps the perfect choice. Fashionable at the same time great to know that every one of these designs has been created by hand by women artisans in a village perched high in the Middle Atlas Mountains in Morocco.
The name "Amana" itself is Moroccan and means "delivered in trust". It is heartening to know that at Amana they believe in making beautiful clothes that are environmentally friendly too.
They ensure that the fabrics they source are organic and have minimally impacted the environment. So you will find garments created from cottons, silks, tencel and even hemp. Well, here is a place where you can dress in style with a clear conscience.
While in India, the land of cottons and silks, we take it for granted when we shop. However, those for whom living an environmentally clean life, means scouring for natural fabrics, Amana is a boon. You can order online at orders@amana-collection.com. Clothes from Amana are stylish and well cut and they are not exorbitantly priced either.
You know, Amana is so environmentally conscious that since their manufacturing base is in Morocco, transportation to the UK by flight would add to the carbon emissions, so what do they do? They make sure that they donate generously to projects in those countries that believe in reducing carbon emissions. An offset of sorts.
The force behind Amana includes two very enterprising ladies, Helen and Erin. While Helen manages the design process and training at Amana, Erin keeps the business going what with all the production, marketing and day-to-day handling of the business. And yes, she also worked in Gujarat, India for a while with an importer of ethical textiles.
Indeed, a laudable enterprise. Can’t wait to slip into one of their designs and watch faces turn a delightfully envious shade of green!
Picture courtesy - http://inhabitat.com & http://ngomedia.org.uk
