Myntra, India’s leading platform for fashion brands and integral part of the Flipkart Group, has joined hands with Fairtrade.
As a part of this collaboration, Myntra will add a sustainable clothing line, made out of responsibly sourced cotton from Fairtrade-certified supply chain, to its popular trend-driven casualwear brand Here & Now.
Fairtrade is a global network of not-for-profit organisations committed to promoting sustainability in agricultural-based value chains, marking another step in its journey of sustainability.
Myntra claims that it has become the first e-commerce brand of scale in India to partner with Fairtrade.
With the objective to make trend-based fashion sustainable, through this partnership, Myntra is all set to meet the needs of its fashion-forward conscious Gen-Z and millennial consumers and beyond looking for the latest style and trends.
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 of Fairtrade-approved ethically farmed cotton.
Fairtrade works with more than 1.9 million farmers and agricultural workers across the world, and over 125,000 smallholder farmers and workers who are a part of 109 certified producer organisations, across 15 states and one union territory in India.
Neetu Jotwani, Senior Vice President, House of Brands, Myntra, 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.”
Abhishek Jani, CEO, Fairtrade India Project, said “This collaboration 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 the Indian consumers. We are seeing across categories that Indian consumers are increasingly looking for sustainable choices, and through this collaboration.”
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