India
Indian
Terrain (IT), a leading men’s high-street fashion brand, announced the
launch of a new line-up under its sustainable fashion collection right in time
for the festive season.
Marking
MS Dhoni’s first-ever green fashion endorsement, the collection features the
uber-cool cricketer sporting a wide range of casual, sleek, and well-fitted
clothing that is ethically manufactured by the brand.
Indian
Terrain, renowned for its ethical practices and sustainable fashion, has been
introduced through an endorsement with MS Dhoni in order to spread awareness
among consumers about the under-developed sustainable farming practices and
environmental impact of their buying decisions.
Ranging
from t-shirts, trousers to shirts, the new line-up has a piece of clothing for
every man and can be purchased from offline retail stores, and also it is in
the specially curated online store – here.
Charath
Narsimhan, Managing Director, Indian Terrain Fashions Limited, said that, with
the addition of a new line-up, the sustainable portfolio will witness an
increase in not just product range and reach but also in adoption right before
the festive season.
This
move comes as a response as part of a wider rise in demand for clothing brands
to provide more sustainable options at an affordable price point. This is the
brand’s first full-fledged collection in this line after the success of their initial
experimental ‘Earth Khaki’ line that featured in their Summer 2020 collection.
Indian Terrain is now looking at adding 50
percent of the collection under the sustainable fair trade banner within the
next 5 years. The prices are similar but Indian Terrain supports organic
farmers getting a fair price and thus pays a premium for producing from farmers
practicing sustainable farming practices.
Source: Indian Retailer.com
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