The fashion industry is undergoing a transformative shift driven by the growing demand for sustainable and conscious fashion. The market demand for sustainable and comfort-first fashion clothing has been steadily increasing with consumers seeking clothing options that align with their values, be it through conscious production processes, ethical sourcing or environmental consciousness.
Consumers are becoming increasingly discerning, seeking brands that prioritise ethics without compromising on style and functionality. This shift in consumer sentiment presents a significant opportunity for brands that can meet these demands and provide a positive and engaging brand experience.
Furthermore, today’s shoppers are appreciative of brands that prioritise high-quality materials, innovation and attention to detail, while maintaining accessible price points.
This article sheds light on several brands such as Oziss, House Of Mae and Proyog that are at the forefront of this movement, catering to the evolving needs and values of today’s consumers. By prioritising sustainability, comfort and ethical practices, these labels are not only catering to customer demands but also contributing towards a larger movement for a more conscious and responsible fashion industry.
Read on to discover!
OZISS
Oziss, a pioneering sustainable clothing brand in India, is dedicated to ensuring the fundamentals of sustainability are firmly in place. With a strong focus on quality, Oziss offers a collection of timeless staples that not only exceed industry standards but also actively contribute to carbon mitigation.
By meticulously tracing the origin and inputs of their products, including the farms they are sourced from, Oziss proudly holds the title of India’s first carbon-conscious sustainable clothing brand.
As part of its commitment to reducing environmental impact, Oziss goes beyond just producing sustainable garments. For every product sold, the brand invests in bio-diversity projects and negative emission technologies to mitigate the footprint of its products by up to 500 per cent.
Incepted during the pandemic, Oziss initially launched with a single-core tee, designed to facilitate a seamless transition to sustainable fashion without the burden of a premium price tag. Priced at Rs. 699, its Organic Core tee serves as an entry point into Oziss’ sustainable product range whilst its range of everyday tees and tops are pegged at Rs. 499.
Over time, the brand has expanded to include a diverse line of loungewear, encompassing dresses, shorts, joggers, hoodies and more and is on the brink of launching its inaugural Spring/Summer collection, comprising garments crafted entirely from repurposed fabrics, further showcasing its commitment to circular fashion practices.
Oziss has strategically identified its target market as urban, conscious consumers aged between 18 to 28, residing in Tier-1 and Tier-2 cities, with a particular focus on Bengaluruand Maharashtra. However, its products are also available pan-India, catering to a broader audience of environmentally aware individuals.
MATERIALS AND FABRICS
“I guess we were lucky to have stumbled upon suppliers early in our journey who understood us and helped us develop the fabrics that encapsulated the values our brand stands for,” Siddhant Yadav, Founder of Oziss told Apparel Resources (AR) in an exclusive interview.
The brand meticulously develops a distinctive collection of cotton knits, exclusively made using certified organic cotton and BCI cotton. Through close collaboration with suppliers, it has successfully achieved a remarkable level of 100 per cent transparency and traceability of the materials it uses in making its products.
Oziss prioritises the use of Oeko-tex-certified dyes for fabric colouring and has additionally formed partnerships with factories that demonstrate a commitment to sustainability by implementing wastewater recycling measures prior to transferring it to treatment systems.
“We’ve also recently developed a network of factories from where we procure fabrics that are high-quality surplus from export productions. Using these waste fabrics, we are repurposing them into a more expressive, upcycled range of clothing,” Siddhant said.
| “We are the first in India to offer carbon-negative clothing. At Oziss, we look at the environmental impacts of all our products. We check how much carbon dioxide, water and waste is incurred to make a product and then voluntarily invest in bio-diversity restoration programmes. Negative carbon emission technologies help us put back the resources used. Even the most basic Oziss T-shirt mitigates carbon dioxide impacts by 2.85x times!” – SiddhantYadav, Founder of Oziss |
WHAT SETS IT APART
Oziss transcends the boundaries of being just a clothing brand, by representing a movement to redefine societal norms.
Its triple bottomline approach focuses on giving back to animals, people and the planet. By utilising Oekotex-certified organic products, the brand ensures its clothing is suitable for sensitive skin while also being highly breathable. This stands in stark contrast to plastic-based polyesters and conventionally processed cotton, which have been proved to be carcinogenic.
Furthermore, Oziss is a carbon-conscious, vegan brand that constantly seeks alternatives with minimal environmental impact. It strives to maintain affordable price points without compromising its mission, setting itself apart from brands and retailers in the market.
HOUSE OF MAE
House Of Mae is a brand rooted in the principles of ethical production and responsible consumption. With a focus on creating versatile pieces that evoke a sense of comfort, the brand stands out because of its USP – inclusivity and meticulous attention to detail.
Inclusivity at House Of Mae goes beyond offering a wide range of sizes, spanning from the smallest to the largest. As a made-to-order brand, House Of Mae is dedicated to accommodating the diverse body types of its customers by taking into account their specific requests with respect to length, fit and modesty.
“We are a made-to-order brand, so if a client is tall/short or can’t have a deeper neckline, our team is ready to work according to their body types. We don’t mean inclusivity on just the surface but dive deeper into its roots,” Megha Sharma, Founder of House Of Mae, told AR.
Although House Of Mae initially focused on womenswear, it has expanded its offerings to include menswear collections inits online store since S/S ’23. Itswomenswear category encompasses shirts, bottoms, coordination sets and jackets, while the menswear collection currently features shirts.
Priced between Rs.999 to Rs.7599, the brand believes in providing value while maintaining transparency and fairness towards its customers.
The brand’s target audience consists of individuals who are looking for the best quality without having to break their pockets. Its primary customer base comprises working individuals aged between 24 to 48 who prioritise both their personal style and the image they project within society.
With a loyal customer base spanning across India, the brand receives particular attention from metro cities that boast of a higher percentage of working individuals who appreciate the appeal of unique, non-mass-produced pieces.
MATERIALS AND FABRICS
The brand primarily focuses on working with 100 per cent cotton and linen blends, carefully selecting fabrics that are tailored to its specific requirements.
While it outsources the production of its fabrics, it ensures that they are uniquely crafted to meet its distinctive needs.
With its primary audience residing in India, the brand takes into consideration the diversity of body types within the country. Known for its diverse population, the country encompasses various body shapes and sizes, with each state representing a different picture when it comes to dressing up.
House Of Mae’s mission revolves around fostering confidence without the need for individuals to alter their bodies to fit into certain outfits. Instead, it prioritises customisation options to cater to clients who feel they do not conform to any one specific size.
This commitment to inclusivity extends to its size customisation services, allowing customers to tailor the garments according to their individual needs.
One of its most popular products, the yogin set encapsulates this ethos perfectly. Designed as comfortable loungewear, it has received rave reviews from customers, who describe it as both exceptionally comfortable and sexy.
The brand’s data reveals that the yogin set has been purchased in a wide range of sizes, from XS to 5XL, further highlighting its broad appeal and popularity amongst customers of all sizes.
WHAT SETS IT APART
House of Mae prides in its commitment to providing a remarkable customer experience. It places a strong emphasis on human interaction, recognising the importance of not just making sales, but also engaging with customers on a deeper level.
The brand goes beyond transactions; it’s about understanding the individuals, their personal style and assisting them in finding the perfect outfit.
While business is undoubtedly important, the brand believes that storytelling and creating an immersive sensory experience are crucial in establishing a lasting connection with customers and it strives to forge a strong bond between customers and their brand, fostering loyalty and long-term relationships.
PROYOG
Proyog is a leading sustainable performance brand dedicated to catering to the unique needs of yoga practitioners.
Meticulously designed with a strong focus on performance, comfort and style, the brand prioritises incorporating sustainability into every aspect of its yoga products, aligning them with the core principles of the practice.
The brand collaborates closely with experienced yoga teachers to conduct extensive research and development, ensuring that its products are perfectly suited for yoga. This entails rigorous testing in both laboratory settings and real-life scenarios with yoga teachers.
By involving professionals in the process, Proyog guarantees that each product meets the highest standards of performance.
Retailing up till Rs.7,000, Proyog’s core categories are yoga mats and supporting accessories such as blocks, belts, chairs, nets pots. It also offers a range of functional yoga apparel such as leggings, tank tops, bras and yoga pants in organic cotton, modal, bamboo and other sustainable materials.
It has recently introduced a linen range meant for gentler practice and meditation.
As a strategy, the brand believes in introducing capsule collections while also maintaining a range of yoga essentials at all times.
Proyog caters to a diverse customer base consisting of individuals who practice yoga. While its products appeal to a wide range of yoga practitioners, the brand specifically targets yoga teachers and regular enthusiasts who have deeply embraced the practice and philosophy of yoga.
These customers actively seek out products that align with their ethical values, recognising the importance of sustainability and ethical production.
Comfort is a key factor that sets Proyog apart in the market. Many customers choose Proyog not only for its ethical stance but also for the unparalleled comfort it offers. After all, what is yogawear if not the epitome of comfortable clothing?
As a result, Proyog also attracts customers who wear their products as athleisurewear, appreciating the blend of style and comfort that the brand provides.
RAW MATERIALS AND FABRICS
“We create most of our materials by our own R&D. Our fabrics are trademarked Hyperbreath, as the focus is on high breathability. Additionally, we avoid chemicals that are used in a lot of performancewear, that in reality, are actually quite toxic,” MalikaBaruah, CEO and Co-founder of Proyog, highlighted.
With a strong emphasis on product development, Proyog dedicated extensive time and effort to testing and refining fabrics even before they officially launched in the market.
For this, it actively collaborated with potential customers, seeking their feedback at different stages of the development process.
| As a pioneer in the industry, Proyog stands out as one of the few companies utilising core-spun material. This unique fabric engineering technique involves wrapping organic cotton around elastane yarn prior to knitting. The result is a durable fabric that provides the benefits of organic cotton directly against the skin, ensuring a comfortable and wholesome experience. |
While some fabrics, such as linen, are outsourced, Proyog also partners with the handloom sector to create its distinctive yoga blankets. The brand’s passion for creating exceptional products is evident, as it infuses its unique flair into every aspect of its offerings.
As a pioneer in the industry, Proyog stands out as one of the few companies utilising core-spun material. This unique fabric engineering technique involves wrapping organic cotton around elastane yarn prior to knitting. The result is a durable fabric that provides the benefits of organic cotton directly against the skin, ensuring a comfortable and wholesome experience.
“Our yoga mats use both cotton and jute mesh with natural rubber that has been developed over the span of a year, so that there is no requirement to include harmful chemicals. Our neem wood yoga blocks are lightweight, but to achieve that we had to make the block hollow and that took some iterations,” Malika explained.
WHAT SETS IT APART
Proyog takes pride in its commitment to create unique products that sets it apart from its competitors. Its emphasis on extensive research, thoughtful design and thorough testing ensures that the highest quality standards are met.
Customers recognise that when evaluating performancewear; factors such as performance and durability outweigh price considerations. Proyog understands this perspective and focuses on delivering products that excel in these areas.
In terms of style, the brand draws inspiration from studying the fashion style of yoga masters while incorporating contemporary elements desired by modern yogis. This fusion of traditional and contemporary styles resonates with its customers.
Its integrity in material selection, meticulous execution and overall brand experience contribute to its reputation and customer loyalty.
Proyog operates as an online retailer, serving customers in India and worldwide. With global shipping capabilities, Proyog has successfully delivered its products to over 40 countries.
Additionally, Proyog can be found in select stores located in Mysore, Rishikesh and Nepal. In India, customers can conveniently purchase Proyog products through platforms such as Amazon and Myntra.