Fashion is experiencing a transformational shift, driven by the demand for conscious and sustainable fashion. Market demand for comfortable and sustainable fashion has steadily increased. Consumers are looking to purchase clothing that aligns with their values.
The consumer is becoming more discerning and wants brands which prioritize ethics, without having to compromise on functionality or style. Brands that are able to meet this shift in consumer perception and offer a positive brand experience can benefit from it.
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. These labels cater to the needs of their customers by prioritising comfort, sustainability and ethical practices. They also contribute towards a movement that promotes a conscious fashion industry.
Find out more!
OZISS
Oziss, an Indian pioneer of sustainable clothing, has a strong commitment to sustainability. Oziss is a sustainable clothing brand in India that focuses on the fundamentals of sustainability.
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.
Oziss’ commitment to reduce environmental impact goes beyond producing sustainable clothing. Oziss invests up to $500 per product in negative emissions technologies and biodiversity initiatives to reduce the environmental impact.
Oziss, which was founded during the pandemic period, initially began with a simple-core tee. Its goal was to ease the transition into sustainable fashion, without imposing a price premium. 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.
In time, the brand expanded into a variety of loungewear including dresses, joggers and sweatshirts, and even hoodies. They are now preparing to release their first collection for Spring/Summer, featuring garments that were made from recycled materials, demonstrating its commitment towards circular fashion.
Oziss has identified as its strategic target market urban and environmentally aware consumers, aged 18-28, who reside in Tier-1 cities. A particular focus is on Bengaluru and Maharashtra. Its products are available in India, but also to a wider audience.
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 Jadav is the founder of Oziss Tell them to get on with it Apparel Resources Exclusive interview
Brand carefully develops an exclusive collection of cotton knits made exclusively from certified organic cotton or BCI cotton. In close collaboration with its suppliers, the brand has managed to achieve a level of transparency and 100% traceability for all materials that it uses.
Oziss prioritizes the use of Oekotex certified dyes in fabric colouring. It has also formed partnerships with factories who demonstrate a commitment towards sustainability through wastewater recycling before it is transferred 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. We at Oziss consider the impact of our products on the environment. Our eco-impact assessment includes examining the amount of water, carbon dioxide and waste used in the production process. This information is then voluntarily invested into biodiversity programmes. We can reclaim resources by using technologies that reduce carbon emissions. Even the most basic Oziss T-shirt mitigates carbon dioxide impacts by 2.85x times!” – SiddhantYadav, Founder of Oziss |
It is what sets it Apart
Oziss is more than just a brand of clothing. It represents a social movement that aims to redefine the norms in society.
Triple bottom-line philosophy focuses on animals, people, and the environment. The brand uses organic materials that are Oekotex certified to ensure its clothing is gentle on sensitive skin and highly breathable. The brand’s clothing is breathable and suitable for sensitive skin.
Oziss, a vegan and carbon-conscious brand, is always looking for alternatives that have a minimal impact on the environment. Oziss strives for affordable prices without compromising the brand’s mission. It sets itself apart from all other brands in the marketplace.
HOUSE MAE
House of Mae was founded on the principle of responsible consumption and ethical production. 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.
House Of Mae’s inclusiveness goes far beyond simply offering sizes ranging from small to large. House Of Mae’s made-to order brand is committed to meeting the needs of all its clients, taking into consideration their requests for length, fitting 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 Singh, founder of House Of Mae Tell them to get on with it 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. The womenswear section includes shirts, jackets and bottoms.
The brand offers a range of products priced between Rs.999 and Rs.7599. It believes that it is fair to its customers, while providing them with value.
The brand’s target audience consists of individuals who are looking for the best quality without having to break their pockets. The brand’s main customer base is made up of working professionals aged 24 to 48, who are concerned with both their own personal style as well as the image that they portray in society.
The brand has a large customer base in India. Metro cities with a high percentage of workers who are attracted to the uniqueness of non-mass produced pieces receive special attention.
Materials and Fabrics
This brand works primarily with cotton-linen blends. It carefully selects fabrics to meet its requirements.
It outsources production, but ensures they are uniquely designed to suit its needs.
The brand is aware of the diverse body types in India. The country is known for having a diverse population and includes varying body sizes and shapes. Each state represents a unique picture of how to dress.
House Of Mae’s mission revolves around fostering confidence without the need for individuals to alter their bodies to fit into certain outfits. House of Mae prioritizes customization options for clients who don’t feel like they fit into any specific size.
Its commitment to inclusivity is reflected in its services for size customisation, which allows customers to customize the clothing according to their needs.
The yogin set is one of the most successful products in this line. It is designed as loungewear and has been praised by customers for being both 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 is proud of its dedication to providing customers with a memorable experience. The company places great emphasis on customer interaction. It understands the value of engaging in a more personal way with clients.
The brand goes beyond transactions; it’s about understanding the individuals, their personal style and assisting them in finding the perfect outfit.
The brand is aware that business matters, but it believes storytelling and an immersive sensory experience will help to establish a connection between the customer and its brand. It strives for a bond of loyalty and long term relationships.
PROYOG
Proyog, a sustainable performance brand that caters to the needs of Yoga practitioners.
The brand’s yoga gear is designed to be sustainable, with an emphasis on comfort, performance and style. It aligns with the fundamental principles of yoga.
In order to develop products that are ideal for yoga, the brand works closely with expert yoga teachers. It involves rigorous testing both in laboratory and with real-life situations, including yoga teachers.
Proyog ensures that all products meet the highest performance standards by involving professional in the production process.
Retailing up till Rs.7,000, Proyog’s core categories are yoga mats and supporting accessories such as blocks, belts, chairs, nets pots. The company also sells functional yoga clothing such as bras, leggings and tank tops in organic cotton and modal.
Recently, it has introduced a range of linens for meditation and gentler practices.
Brand believes that introducing capsule collection is a good strategy. However, they also maintain a wide range of yoga necessities at any time.
Proyog has a wide range of customers who are yoga practitioners. Although its products cater to all types of yoga practitioners and enthusiasts, Proyog is primarily aimed at yoga teachers and those who are deeply committed to the philosophy and practices of yoga.
Customers actively search for products aligned with their values and are aware of the importance sustainability and ethical production.
Proyog’s focus on comfort is what sets it apart from the competition. Proyog is chosen by many customers not just for its ethics but for the comfort that it provides. What is yogawear, if it’s not comfortable clothes?
Proyog’s products are also worn by customers as sportswear. They appreciate its blend of fashion and comfort.
RAW MATERIALS and FABRICS
“We create most of our materials by our own R&D. The fabrics we use are called Hyperbreath because they focus 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 cofounder of Proyog, highlighted.
Proyog, which places a high priority on product development and testing of fabrics before their official launch in the marketplace, has invested countless hours and efforts into this process.
This was done by actively collaborating with customers and requesting their feedback throughout the entire development process.
| Proyog is a leader in this industry and one of only a few to use core-spun materials. Fabric engineering is a unique process that involves wrapping organic yarn around elastane before knitting. This durable fabric provides organic cotton benefits directly to the skin. It is comfortable, healthy and safe. |
Proyog, which produces its yoga blankets in partnership with handlooms, uses fabrics such as linen and other materials that are often outsourced. The brand’s passion for creating exceptional products is evident, as it infuses its unique flair into every aspect of its offerings.
Proyog is a leader in this industry and one of only a few to use core-spun materials. Fabric engineering is a unique process that involves wrapping organic fabric around elastane prior to knitting. This durable fabric provides organic cotton benefits directly to the skin. It is comfortable, healthy and durable.
“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 prides itself on its uniqueness and commitment to produce products that set it apart. Proyog’s commitment to extensive research and thoughtful design, as well as thorough testing, ensures the highest standards of quality.
Performance and durability, as well as price are important factors that customers consider when choosing performancewear. Proyog recognizes the importance of these factors and delivers products which excel in them.
The brand takes inspiration for its style from the yoga masters’ fashion styles, while also incorporating elements that are desired by the modern yogi. The fusion between traditional and modern styles is popular with the brand’s customers.
The brand’s reputation is based on its integrity, the quality of materials used and how it executes.
Proyog is an online retailer that serves customers from India and around the world. Proyog is a global shipper and has delivered products to more than 40 countries.
Proyog is also available in selected stores in Mysore and Rishikesh, as well as Nepal. Customers in India can purchase Proyog through online platforms like Amazon and Myntra.