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Indian Terrain launches sustainable fabric for men

Nov 17, 2021
Indian Terrain launches sustainable fabric for men

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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