Myntra has partnered with Fairtrade to add a sustainable clothing line made out of responsibly sourced cotton from a Fairtrade-certified supply chain entity to its popular trend-driven casualwear brand Here and Now.
The details: The eco-friendly line will be launched initially with 100+ styles across the men’s t-shirts category, 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 a part of Myntra for Earth, a one-of-its-kind theme store dedicated to sustainable fashion alternatives, offering 5,500+ eco-friendly styles from 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.
The clothing line: Here and Now targets young Indian consumers. With the objective to make trend-based fashion sustainable, through this partnership, Myntra (a Flipkart company), claims to meet the needs of its fashion-forward-conscious Gen-Z and millennial consumers.
What they said:
In keeping with our commitment towards sustainability, we strive to adopt eco-friendly practices across the entire supply chain and manufacturing processes to make them resource efficient. This collaboration with Fairtrade is a step in that direction while equipping and empowering cotton farmers and enabling a better future for them.
— Neetu Jotwani
Senior VP, House of Brands
Myntra
We are seeing across categories that Indian consumers are increasingly looking for sustainable choices, and through this collaboration, Myntra would become India’s first major fashion e-commerce platform to launch a Fairtrade collection, bringing more trend-driven sustainable choices to their customers. With a lot more styles in the pipeline, we look forward to building on this great partnership with Myntra.
— Abhishek Jani
Chief Executive Officer
Fairtrade India
