WOW! cherry picks a few cruelty-free fashion brands worthy of your wardrobe
Cruel fashion implies the use of animal-based materials. What we do not account for is that to define cruelty-free fashion, it is not enough to just talk about apparel. Cruelty-free fashion encompasses clothing, shoes, bags, gloves, hats, belts, scarves, sunglasses, socks and even shoes. The important thing is to minimize the use of materials such as feathers, fur, silk, leather and wool, all being rather gory in their process of extraction. In recent years, due to a surge in the awareness movements pioneered by animal welfare associations, many fashion brands are switching to cruelty-free responses to crafting their collections.
HEMIS STORE Prashansa Shahani, founder, Hemis Store, Hyderabad, celebrates humanity's timeless connection with Mother Nature as well as the finesse of Indian craftsmanship. Her range brings forth exotic fashion that is not just great for one’s aesthetic sense, style, or trends but also for the planet, our future generations, and the overall well-being of humankind. Hemis crafts clothes that embrace sustainability in every facet of the brand; materials, fabrics, dyes and recyclable biodegradable packaging. Their bespoke craftsmanship and construction from cutting-edge fabrics made with materials like aloe vera, banana, orange peel, lotus, recycled PET bottles fished from oceans among others, and detailed hand finishing, impresses upon users that quality is their hallmark. Prices: Rs 999 to 19, 999 Available on: www.hemis.in Also available at Ogaan, and soon at Ajio Luxe, Tata Cliq Luxe and Myntra Tel: 8885573322 Timings missing
CAI Encapsulating the true spirit of joy, CAI (meaning ‘to be happy’ in Welsh) has found purpose in bringing the world to its customers’ feet since 2015. What began as a passion project quickly became founders Aradhana Minawala and Dhanraj Minawala’s full-time fixation! CAI’s philosophy is to create conscious, fashion-forward, high-quality vegan footwear that is as comfortable and accessible as it is stylish. CAI’s multifaceted approach changed the footwear game by offering the luxury of comfort, global trends, and reliability at affordable prices. CAI's commitment to sustainability extends to bags too, which are crafted from vegan leather, ensuring ethical and cruelty-free fashion that speaks to the fashionable, contemporary woman. Prices: Footwear: Rs 600 to Rs 5,000 Bags: Rs 2,000 to Rs 4,000 Available at: Nykaa, Myntra, Amazon, Shopper’s Stop, Ajio Rapport Shoes & Accessories 130, Road No. 10, Opposite Canara Bank, Icrisat Colony, Jubilee Hills Timings: 10:30 am to 8 pm tel no, missing
EWOKE Ewoke, House of Conscious Clothing, is a premium sustainable fashion brand for women, based in Hyderabad. Ewoke stands for environmentally woke, where the Founder, Shruti Rawal’s aim is to create conscious wardrobes for men and women with eco-friendly fabrics while staying in vogue. All the fabrics are globally certified eco-friendly with lab- tested reports which are great for your skin and the planet. Hemp is one of the materials that they work with, that helps them save about 2,500 liters of water per outfit as compared to traditional cotton textiles. Prices: Rs 3,990 to Rs 26,990 Available at: ewokestudio.com; Pernia's Pop- Up Shop, Nykaa and Myntra This address is of which store? R/o. 8-2- 293/82/J/A-120, Journalist Colony, Road No. 70, Jubilee Hills Tel: 91000 04121 Timings: 10:30 am to 8 pm
MISFIT PANDA As a vegan and sustainable fashion enthusiast, Juveca Panda, founder, MISFIT PANDA wanted to level up her brand by switching from using PU and PVC-based alternatives to plant-based leather, recycled materials and natural organic fabrics. Through Misfit Panda, Juveca hopes to encourage more people to shop mindfully. She believes the world can be a better place if we are all a part of the change in our little ways! Prices: Rs 1,200 to Rs 7,500 Available at: www.misfitpanda.in with pan-India shipping Nykaa Fashion, AJIO and Amala Earth
EERENA Deep in North Eastern India, a unique peace silk known as eri came into existence. Apart from the mulberry silkworm, another species, Samia Cynthia Ricini is an unknown wonder, that inhabits the native castor forests. It feeds on the castor leaves and spins a magical tale of eri silk. Considered sacred by natives who made it their way of life for centuries. this silk is spun from open- ended cocoons, after allowing the moth to fly away. Jyoti Reddy, founder, Ereena creates eri silk that is inherently sustainable all along its value chain. The castor plants that sustain its silkworm are drought- resistant and require very little water, leaving a low carbon footprint. The processing of the cocoons, yarn spinning and hand weaving are all earth- friendly processes. As a fabric, it is extraordinarily versatile, comfortable and breathable with a wonderful drape and a sophisticated sheen. Prices: Saris: Rs 7,000 to Rs 20,000 Stoles and shawls: Rs 1,500 to Rs 10,000 Fabrics: Rs 850 to Rs 3,000 Plot No. 1260 A, Krishna Mansion Road No. 63, Jubilee Hills Tel: 98661 53195 Timings: 10:30 am to 8 pm www.ereena.in
