Finch makes eco swimwear out of PET yarn by Repreve

Besides using eco-friendly material, Finch goes for elastics that do not lose shape, said Itee Soni, who co-founded Finch along with Heather Kaye.

"Our signature prints define us, set us apart, build our brand identity, keep our customer engaged, and are consistent with our mission of timeless, sustainable fashion. We repeat our prints season to season, in a variety of products to maintain continuity, and the customer never has to worry about wearing something 'last season'," said Soni.

Having seen the waste generated first-hand was the main motivation behind making the brand eco-friendly, added Soni. "As designers, we have enormous control over the environmental impact of the products we create, which translates into a responsibility. To use this power wisely and design something that resonates with our clients became the mission."

Talking about the challenges that the designers faced while creating their eco-friendly brand, she says, "One challenge unique to eco brands is that in China, the conversation is just getting started in the apparel sector. Shoppers don't see the textile waste piling into landfill, or the rivers in far away provinces turning the colour of the fashion season, but they are starting to read about it."

"The second challenge is not unique to being eco, but rather to raising the financial capital to scale any small business. As designers, we have had a steep learning curve since our founding, and gaining access to capital is absolutely essential to growth," concluded Soni. (KD)

Fibre2Fashion News Desk – India