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.

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