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Two Indian apparel brands launch organic line

When it comes to going green, two major Indian apparel brands have taken the lead. Van Heusen and Arrow have come up with 100 percent organic lines made of cotton, linen and natural dyes, doing their bit for the environment and also spreading awareness among consumers.

business Updated: Apr 14, 2010 11:40 IST

When it comes to going green, two major Indian apparel brands have taken the lead. Van Heusen and Arrow have come up with 100 percent organic lines made of cotton, linen and natural dyes, doing their bit for the environment and also spreading awareness among consumers.

Shital Mehta, chief operating officer of Van Heusen, said: "Limited resources and increasing productivity have put the natural environment around us under tremendous pressure. Reason enough for us (Van Heusen) to get serious about starting down the eco-friendly path."

"It's a conscious attempt to make all of us understand the importance of being earth-friendly. Even something as small as weed removal for cotton crops has been done physically without reliance on chemical killers," Mehta said.

Arrow's product manager Punit Chauhan said, "The way the world is heading, we feel it is critical for us to create awareness among ourselves so that we can contribute towards saving nature and our eco-system."

"The need to bring awareness among consumers at this point of time is critical for every organisation," he added.

Van Heusen's eco-friendly apparel, starting at Rs 1,599, costs the same as the company's regular line of clothes, while Arrow's eco-friendly line costs more that it's regular range of clothes.

"Every care has been taken to ensure that no artificial or chemical substances are used in this line," said Mehta, adding, "Balancing the population of insects by using trap crops to lure pests away is just another example of how committed we (Van Heusen) are with this line."

Van Heusen's organic line also follows the "natural cycles" and "harvest(s) the cotton when it's fully ready."

Arrow plans to expand its green effort by using more natural fibres and recyclable collections.

The initiative has been well-received by customers all around India.

Jitin Gulati, 29, who works in a MNC and goes for cotton wear, feels the move is appropriate because a lot of people are looking for fashion brands that offer an organic line.

"There are so many like me who believe in going organic and we are always on the lookout for new labels that offer genuine organic products. They are expensive but still give us the satisfaction that we are doing our bit," Gulati said.

"This move is very timely because not many branded labels have an eco-friendly line. Designers who churn out an eco-friendly range are way too expensive, but theirs (Arrow and Van Heusen) is affordable," he added.