Myntra has become India’s first large-scale e-commerce brand to partner with Fairtrade, a global network of not-for-profit organizations dedicated to promoting sustainability in agricultural-based value chains, marking another step in its sustainability journey. As part of this cooperation, Myntra will add a sustainable clothing line to its popular trend-driven men’s clothing brand Here & Now, made from responsibly sourced cotton from a Fairtrade-certified supply chain.
Here & Now appeals to the fashion sensibilities of young Indian consumers by utilizing cutting-edge technology and processes to bring exciting styles. Intending to make trend-based fashion sustainable, Myntra is ready to meet the needs of its fashion-forward-conscious Gen-Z and millennial consumers, as well as those looking for the latest style and trends, through this partnership. This eco-friendly line will begin with 100+ men’s t-shirt styles priced at an affordable average selling price of 450-500, with plans to scale to over 250 styles and expand into women’s t-shirts and athleisure categories. The new collaborative collection will be viewable at Myntra for Earth, a one-of-a-kind theme store dedicated to sustainable fashion alternatives, with over 5500 eco-friendly styles from over 100 brands. The association is expected to achieve a target of sourcing a minimum of 110 metric tonnes (MTs) of Fairtrade-approved ethically farmed cotton.
Fairtrade works with over 1.9 million farmers and agricultural workers worldwide, as well as over 125,000 smallholder farmers and workers in India who are members of 109 certified producer organizations spread across 15 states and one union territory. Fairtrade assists farmers in adopting socially, environmentally, and economically sustainable practices by the organization’s standards, with the vision of a world in which all producers can enjoy secure and sustainable livelihoods, fulfill their potential, and decide on their future. Products that are made through a Fairtrade-certified supply chain and adhere to Fairtrade terms of trade bear the FAIRTRADE MARK, allowing conscious consumers to easily identify goods created using responsible farming methods.
“In keeping with our commitment to sustainability, we strive to adopt eco-friendly practices across the entire supply chain and manufacturing processes to make them resource efficient,” said Neetu Jotwani, Senior Vice President, House of Brands, Myntra, speaking at the launch of the collaborative collection. This collaboration with Fairtrade is a step in that direction, while also equipping and empowering cotton farmers and allowing them to have a better future.”
“This collaboration between Myntra and Fairtrade is of major significance as it would not only create a positive impact for cotton farmers, their communities, and the environment but would also help mainstream Fairtrade and sustainable fashion choices for Indian consumers,” said Abhishek Jani, CEO, Fairtrade India Project. We are seeing an increase in the number of Indian consumers looking for sustainable options across all categories, and through this collaboration, Myntra will become India’s first major fashion e-commerce platform to launch a Fairtrade collection, bringing more trend-driven sustainable options to their customers. With many more styles in the works, we look forward to expanding on our successful partnership with Myntra.”
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