People often identify the wrongs of an institution when they are a part of it. Seldom do we recognise the problematic aspects of any establishment, running deep, by looking from afar. Nivedha Vignesh experienced the same working in different fashion studios at one point in life. The mindless generation of waste in those spaces made her think of their collective actions in a new light, and she went ahead to establish her own brand with a different set of principles that focused on the planet as much as fashion, known as Tintory- “For nature, from nature.”
Stepping stones
“My journey in conscious fashion began while interning in multiple fashion studios. With the amount of waste generated for every garment created, we took up projects that upcycled the wastes to create fresh ones. It made me think that it’s wise to act consciously instead of mending our doings,” Nivedha traces her journey’s start. She followed her mind, leading her to Tintory’s conception, “I run a sustainable clothing brand that houses a range of garments that are handmade from scratch. We work collaboratively with Indian artisans through processes that connect us with nature at every step.” Every garment by the brand is made with organic hand-spun, handwoven textiles that are naturally dyed/ printed.
It is well-understood that just the founding of a sustainable brand is not enough to keep going in a competitive market. Nivedha is also aware of that, and talks about the challenges she faces as an entrepreneur, “sustainability is still a rising topic and there’s very little awareness about it among common people in this fast-moving world. Due to the fact that the products are sustainably produced – considering factors like fair labour, eco-friendly practices and conscious sourcing, the prices of the end product go high, which eventually labels the sustainable brands as overpriced.” However, sustainable fashion is slowly gaining popularity.
Empathising with the Environment
The need for eco-friendly fashion has still not been completely understood by the masses as cheaper alternatives flood our surroundings. People still refrain from investing in long lasting pieces over huge piles of diverse, cheap fast fashion items. Rather than financial conditions barring them from environmentally responsible purchases, most people are actually motivated by the tendency to hoard too many clothes at once for the sake of indulgence. “Due to that, there is less demand for sustainable clothing which eventually makes sustainable fashion a niche business for a premium market. With more awareness campaigns and positive influencing, the industry can rapidly grow in the coming years,” says Nivedha.
The founder has hope for the industry and the ones trying to make a mark in the sustainable fashion industry. Collective efforts can surely contribute to making these products easily accessible to more social groups. She suggests that creators first and foremost discover their niche, saying, “My journey as an entrepreneur has been full of ups and downs. Founding Tintory opened doors for connecting with like-minded individuals who strive to promote a conscious lifestyle in their own means. A sustainable fashion business can be established in a million ways, but your story and idea will lead you to choose the right path; the one that will work for you. The more you are connected to the idea behind your business, the more impact it will create on your audience.”
The Road Ahead
Nivedha talks more about her entrepreneurial journey, as there are many factors to put into consideration when one starts a conscious business – “like educating your workers on the same, being strict with the policies and practices, being nature-oriented rather than money minded.” Ethical business means caring for the people behind the brand and also the people who trust the brand. “I hold the responsibility for the products and claims I make so I ensure that we put our values first before anything else. Trying to establish in this void space of sustainability has been very challenging and everyday is a new learning experience. Going forward I see my brand as a go to for fashion or any nature-based lifestyle products that will be easily available for the environment conscious individuals. My vision for the brand is to be able to make conscious fashionable garments that are inclusive, trans seasonal and that creates less impact on the environment,” she concludes.
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