These Brands Are Changing The Face Of Fashion And Promoting Sustainability Through Innovative Materials

Every year billions of animals die solely for the sake of the fashion industry's products and profit. An immeasurable amount of suffering goes into every fur-trimmed jacket, high-end leather bag, belt, and woollen sweater that you wear. With consumers becoming more aware of sustainable and cruelty-free fashion, there is an attempt to create products that are eco-friendly.

Mayura Davda Shah, the co-founder of the sustainable fashion brand 'Mayu', is trying to make an impact by using waste fish scales as a fashion material.

The use of fish leather and discarded by-products of the fishing industry is quite common in the Nordic region. Seven years ago, Mayura was inspired to bring the same concept to India and eventually started a sustainable luxury brand called 'Mayu'.
Mayu claims that in the entire process no fish is ever killed, and they strictly use fish scales and skin that have been discarded. But it isn't just waste fish skin. The brand is also working with other environment-friendly waste materials including Pinatex and Coconut.
Mayu also believes in uplifting women artisans and providing ethical work conditions. Over 90 per cent of the artisans who work with Mayu are women and the brand is making an effort to empower and upskill them to make products that are export worthy.

The main idea that Mayu centres its efforts around is coming up with products that are not only good from a sustainable standpoint but also ones that look high-end and luxurious. Today Mayu's sustainable accessories have made their way to the ramps of Paris and Hungary.
Mumbai-based 'Studio Beej' by Arundhati Kumar is another brand that works towards making sustainable products. Leaving a 17-year-long career in Human Resources (HR), Arundhati Kumar started 'Studio Beej' two years ago, with a vision to protect the environment. In Arundhati's words, Studio Beej was born out of the core belief that style and sustainability can and must exist.
The two-year-old brand makes bags out of leather made from trees and leaves. Studio Beej's workers began their careers in the leather trade. So, initially, they did not have any understanding of the different materials. But, as time went by, they started developing that understanding.

With a love for the planet at the heart of Studio Beej's philosophy, Arundhati's choice of materials for the accessories the brand makes is a mindful and ethical choice. The brand works with four different kinds of materials including cork, Pinatex, Desserto - made out of cactus pulp and Neeram which comes from the US. Its specialty is that it has zero plastic.
In the Indian market, where people can easily buy trendy bags for a few hundred rupees, the big challenge for Studio Beej is to change the way consumers think. For Arundhati, the process is slow, but not unachievable.
In the last year, Studio Beej has worked with 10 international brands. Arundhati believes that one needs to have an understanding of these materials and also the philosophy behind the kind of work Beej does.