Swedish Label Makes Accessories From Upcycled Indian Saris

The Stockholm-based, sustainable fashion label Mehrotra has created a range of accessories made from upcycled Indian saris and recycled materials, writes Katrina Lane in Springwise.

The 27-year-old designer Sofia Mehrotra, who is Indian and Swedish, launched her line in 2017 after graduating from the London College of Fashion, where she studied fashion management. Her eponymous label treats different facets of sustainability as leitmotifs that set her apart. Be it working with craftsmen from Manipur in India or creating exquisitely handcrafted straw bags and sourcing upcycled saris or hunting vintage jewels and furniture from old Indian markets, her brand creates and curates for those interested in slow fashion, writes Lifestyle Asia.
Deadstock indian clothing makes each piece unique, with a sourcing and production partner in India guaranteeing that every product has been transparently sourced and consciously produced. Each design is unique, with a single sari making up to six floral and geometrically patterned pieces. The accessories consist of silk pouches and scarves and all the materials, from fabric to thread, have either been upcycled or recycled. Every piece has a story and is designed to be kept for a long time, beyond fashion trends or cycles, which is why the label does not produce seasonal collections.
To ensure that products are sourced and produced in a conscious environment, the brand works with GreenKarma – a sustainable material production specialist and Metrotra’s “right hand in India”. GreenKarma works with organic, BCI (Better Cotton Initiative), and recycled materials certified by leading international agencies. Each piece is then produced by skilled craftsmen in Delhi.
Labels are turning to a marketing strategy that helps to hook consumers addressing their social responsibility and, therefore, influencing their purchasing decisions.There are many types of marketing, but this strategy is known as green marketing.
Designers all over the world are using deadstock and leftover fabrics now more than ever before. According to Vogue, the sheer volume of unused inventory is estimated at $120 billion. The future of the industry should march forward with a renewed focus on making do with what’s already available and rerouting waste from landfills. A new era of guilt-free fashion arises.