Myntra Leads The Way | Making Trend-based Fashion Sustainable in Partnership with Fairtrade

In recent years, young shoppers, in particular, and beyond have shown a marked inclination towards conscious fashion and seek to be aware of the environmental, social and economic impact any of their purchases creates. At the same time, the young guns are not shy to don the latest trends in fashion that are in sync with their fashion moodboard. As an organisation that aims to democratise fashion, we continue to push the boundaries of possibilities to enable our customers to get the option of choosing what they seek.

Further in line with its commitment to create a sustainable future, Myntra, in collaboration with Fairtrade, has launched a sustainable line of t-shirts made out of 100% Fairtrade-certified cotton under the popular trend-driven casualwear brand Here & Now. This collection is hosted under Myntra’s sustainable store ‘Myntra for Earth’, and will cater to the fashion-forward shoppers who are looking for styles that are trendy while being sustainable at the same time.

The Promise of Fairtrade

Fairtrade is a global network of not-for-profit organisations that strives to encourage cotton farmers to adopt better social, environmental and economic sustainability practices. Simply put, if you are buying a Fairtrade-certified product, you are supporting the better income of farmers, decent working conditions, reduction of the use of toxic chemicals, and ensuring fair terms of trade for farmers and workers. The products that are made through a Fairtrade-certified supply chain and follow Fairtrade terms of trade come with the FAIRTRADE MARK, allowing conscious consumers to easily identify the products made from responsible farming methods. The association with Myntra is expected to achieve a target of sourcing a minimum of 110 metric tonnes (MTs) of Fairtrade approved ethically farmed cotton by mid 2023.


What’s on offer?

Here & Now is a popular brand among the young shoppers. This eco-friendly line is launched initially with 100+ styles across the men’s t-shirts category, priced at an affordable range, and will scale to women’s t-shirts and athleisure categories soon.

Myntra Fairtrade

Abhishek Jani Fairtrade IndiaThe world of fashion is evolving and for all the right reasons. As per the 2019 Porter Novelli/Cone Gen Z Purpose Study, 90% of Gen Z consumers believe that brands have to do their bit to support social and environmental causes. We at Myntra are proud to participate in the process.

To shop the Here & Now Fairtrade collection, click here.

Relevant Reads:
Myntra Becomes the First E-Commerce Player in India to Partner with Better Cotton Initiative
Myntra Partners With Canopy to Conserve Forests
Myntra delivered a 100% plastic-free BFF, an initiative to continue for all future deliveries!

Related Articles

Not all goodbyes are forever nor do they mean the end. Rajesh Yadav’s journey at Myntra says it all!

Rajesh talks about his career journey so far and how he rejoined Myntra to Reinstall MAGIC.

For our delivery partners Ram and Nita, the #MAGIC lies in pursuing what you love and being self-sufficient

Through MENSA's addition, life evolved for many of our partners. Read on to know how.

#MAGICofEORS: For Saritha and Vinod, the MAGIC lies in constant learning and finding personal growth

Sharing their Myntra journey, our MENSA delivery partners talk about the opportunities EORS brings with itself

As we gear up for EORS, this Environment Day, these brands on Myntra talk about bringing fashion and sustainability together

Our brand partners share their excitement about participating in the latest edition of EORS.

This EORS-15, Myntra’s MENSA Network’s all-women dexter team is here to deliver happiness

The MENSA network has also empowered a lot of delivery partners, giving them financial independence and the courage to dream big for their future.

Myntra delivered a 100% plastic-free BFF, an initiative to continue for all future deliveries!

Taking our commitment to sustainability a notch above.

Myntra Becomes the First E-Commerce Player in India to Partner with Better Cotton Initiative

With this partnership, Myntra will continue to source sustainable cotton for its in-house brands.

Myntra Partners With Canopy to Conserve Forests

Canopy’s expertise and guidance provide us a deep-rooted understanding of evolving forestry sourcing practices.

How Myntra is supporting the community during the COVID crisis

People at Myntra come together to help each other during the COVID crisis.

Myntra Partners with Teach for Change to spread joy to Less Privileged

We started the year in good spirits, spreading cheer and positivity. In our constant efforts to make the world a....