The fashion industry, long criticized for its environmental impact, is undergoing a significant transformation. Brands are increasingly embracing the circular economy—a system aimed at minimizing waste and making the most of resources. This shift is not just a trend but a necessary evolution for sustainable growth. Leading the charge are innovative brands like Virgio, Sanktum, CHUPPS, Warp 'n Weft, and One Less, each bringing unique approaches to the table. This article delves into how these brands are redefining fashion through the principles of the circular economy.

Core Principles and Design

Virgio, co-founded by Amar Nagaram, has made sustainability a cornerstone of its operations, with emphasis on using natural, biodegradable, and recycled fabrics- rescued or deadstock materials, preventing them from ending up in landfills. "We have taken deliberate steps to prioritize longevity, reuse, and recyclability in our product design," says Nagaram. This commitment is evident in their choice of fabrics and craftsmanship. Warp 'n Weft, led by CEO Gaurika Rai, has been working with Banarasi Handlooms for 27 years, focusing on heritage sustainability with intensive human involvement. "The production of Handloom maintains the lowest environmental impact," says Rai. This brand's dedication to maintaining traditional weaving techniques ensures the longevity and quality of their textiles.

While Warp 'n Weft's handloom textiles are designed for longevity and repurposing rather than recycling, the brand's approach allows their products to be transformed into various items over time, maintaining their value and reducing waste.

Another brand One Less, founded by Hansika Chhabria, embraces simplicity and minimal design to enhance recyclability. "By focusing on single-fiber fabrics, we ensure that our garments can be more easily recycled," says Chhabria. While One Less designs classic, timeless pieces that promote reusability and steer away from fast fashion trends. Sanktum, co-founded by Rangoli Kute, offers a unique take on the circular economy by enabling women to access luxury handbags without owning them. It’s business model revolves around the reuse of high-end handbags. "Every handbag undergoes thorough cleaning and quality checks after each use, ensuring it is as good as new for the next member," Kute explains.

Sourcing and Ethical Practices

Virgio partners with SEDEX and OEKO-TEX certified factories to ensure sustainability and ethical practices in manufacturing. Their recent PETA certification further underscores their commitment to producing ethically without harming the planet and its inhabitants. Warp 'n Weft does not source fabrics; they weave them, ensuring complete control over the quality and sustainability of their products. "For 27 years, we have maintained the highest standards in weaving pure handloom textiles with the best quality yarns and almost perfect dyeing," Rai notes.

One Less sources materials with a strong emphasis on sustainability and ethical practices. "All our fabrics are GOTS certified, and we use Oeko Tex certified dyes," notes Chhabria. Close relationships with suppliers and manufacturers ensure adherence to these high standards.

Environmental Impact and Business Operations

CHUPPS, founded by Yashesh Mukhi, is at the forefront of sustainable footwear. "We have developed groundbreaking materials that biodegrade in just 12-15 months, vastly outperforming traditional EVA," Mukhi proudly states. CHUPPS' commitment to sustainability is evident in their use of plastic-free, 100 percent vegan materials. "Our focus is on creating durable, environmentally responsible footwear that is of high quality and affordable," says Mukhi. These efforts have not only resonated with environmentally conscious customers but have also strengthened customer loyalty and business growth.

Virgio's environmental efforts have resulted in significant savings in water, energy, and carbon emissions per garment. However, the journey is not without challenges. "The sustainable market is largely unorganized, making it difficult to find the right partners and commercial setups," admits Nagaram. Despite these hurdles, Virgio continues to invest in R&D and consumer education to promote sustainable fashion practices.

One Less's dyeing house uses a closed-loop system, significantly reducing water waste. "Our partner facilities treat millions of liters of water daily, ensuring zero waste discharge," Chhabria states. The brand's 1 purchase = 1 tree initiative offsets carbon emissions and fosters a community of eco-conscious consumers.

Challenges and Innovations

Implementing circular economy practices comes with cost challenges. "Sustainable materials and practices can increase production costs by up to 20 percent," Mukhi admits. However, CHUPPS is addressing this through supply chain optimization and consumer education. Looking ahead, CHUPPS aims to launch a net carbon-neutral product, setting new industry standards for eco-friendly footwear.

Warp 'n Weft faces challenges in preserving the art of handloom weaving amid the industry's shift to powerlooms. "Our aim is to preserve not just the textiles but also the skills of the artisans," Rai emphasizes. The brand uses media to educate customers about the lifecycle of Banarasi handloom textiles, fostering a deeper appreciation for sustainable fashion.

Textile recycling poses a challenge due to the high quantities required by recycling facilities. "We've had to get creative in finding partners willing to work with smaller batches," Chhabria admits. One Less plans to implement a buy-back scheme and collaborate with recycling factories to further advance their circular economy initiatives.

Consumer Engagement and Education

Beyond product design, Virgio uses 100 percent compostable packaging made from cornstarch, ensuring that even their packaging does not contribute to waste. "We educate consumers on responsible disposal practices and repurposing at the end of the product lifecycle," Nagaram adds, highlighting the importance of mindful consumption in building a circular fashion ecosystem.

Sanktum utilizes social media to engage with its audience and spread awareness about sustainable fashion. "We leverage platforms like Instagram and LinkedIn to educate our community," Kute says. Warp 'n Weft uses media to educate customers about the lifecycle of Banarasi handloom textiles, fostering a deeper appreciation for sustainable fashion. "We educate our potential patrons about the wonderful life cycle of Banarasi handloom textiles through media," says Rai.

CHUPPS has encountered challenges with cost and scalability. "The cost of sustainable materials and production processes can be significantly higher," Mukhi explains. To overcome this, CHUPPS focuses on supply chain optimization and consumer education about the long-term benefits of sustainable footwear.

Future Goals and Strategies

Looking ahead, CHUPPS aims to launch a net carbon-neutral product, setting new industry standards for eco-friendly footwear. "We are committed to continuous innovation in sustainable materials and practices," Mukhi states.

Warp 'n Weft plans to not only create handwoven textiles but also design these textiles for their patrons. "We aim to launch new collections with new-age innovation in textile and silhouette designs," Rai says. The brand also focuses on creating employment opportunities and organic growth for the handloom industry.

In the next 5 years, One Less plans to implement a buy-back scheme and collaborate with recycling factories to further advance their circular economy initiatives. "We aim to develop innovative recycling processes that can give our garments a new life," Chhabria concludes.

The circular economy is not just a trend but a necessary evolution for the fashion industry. Through innovative practices, ethical sourcing, and consumer education, these brands are paving the way for a greener, more sustainable future in fashion. As more brands join this movement, the dream of a truly circular fashion industry becomes increasingly attainable.