Be it cotton or recycled fabric, eco-friendly garments are fast flying off the shelves of designer stores here as Bengalis go on a shopping spree ahead of the Durga Puja festival next week.
Upcoming designer Arpita Kalra's new eco-friendly clothing line Full Cupboard is being retailed at Seesha, one of the city's popular fashion houses.
Kalra said: "The clothes have been conceived by using bio-degradable natural fabrics, using recycled embroidered silk and cotton."
Geeti Bhojnagarwala of Seesha said: "Arpita's new innovative collection is a rage among the young generation who love to have a fun appeal in their outfits.
"The clothes have been conjured up by using old Pakistani embroidered stuff that had been given away. Not only are the crushed clothes eco-friendly but they are also easy to maintain and need no ironing. They can be just rolled up and forgotten."
"With the price tag ranging from Rs 5,000 to Rs 20,000, the collection is available in vibrant colours with heavy embellishments keeping in mind the festive mood of Kolkata fashion freaks. We are really overwhelmed at the response we have got," Geeti added.
Twenty-year-old student Shruti said: "I never buy designer clothes. But I found the whole idea of eco-friendly garments very refreshing and so I am all for it this Puja."
A recent fashion show in Kolkata also showcased only pristine cotton creations - a strong endorsement of the natural fabric as a style statement.
The show, which had leading models Tapur and Tupur Chatterjee sporting Mona-Pali and Kiran Uttam Ghosh collections, was organised to emphasise that cotton is anything but 'uncool'.
Another college student, Ranjana, said: "This is a reflection of overall environment consciousness, which is fast developing in Kolkata. I appreciate this trend and hope it leaves a lasting impact."
Ashish Dhir, India representative of the Cotton Council International, said: "There is a marked decrease in the use of cotton. In the Western world, synthetic fabric has already scored over natural fabrics like cotton and we expect the same to happen in India by 2020.
"So it's high time that we took a grip on the scenario to prevent this natural fabric from total extinction."
Ghosh said: "Cotton fabric is made of natural fibre. It is breathable, cool and ideal for the warm Indian climate. It's the natural option I reach for when I plan my prêt line."
Designer Pali Sachdeva of Mona-Pali fame said: "This is the most suitable and favoured fabric for summers and it is not only worn for causal gatherings but also at sophisticated formal parties."