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Bhu:sattva to organize a fashion show of organic clothing
26
Aug '11
Rising Tradelink Limited (RTLL), an Ahmedabad, Gujarat-based company known for its bhu:sattva brand of organic clothing, is planning to organize a fashion event showcasing organic garments.

The fashion show is proposed to be held in collaboration with the Union Ministry of Environment and Forests (MoEF) and the Apparel Export Promotion Council (AEPC). The aim is to generate awareness regarding the business opportunities in organic clothing, as there are few producers of organic apparels in India.

Region-wise fashion shows are commonly held in India, but the RTLL-sponsored fashion show would be the first such show on eco-friendly fashion to be held in India.

Organic clothing is made from textile products that are made from raw materials grown naturally without the use of pesticides, fertilizers, radiation, sewage sludge or genetic engineering.

Mr. Jainam Kumarpal, the ecopreneur of RTLL, said, “There is a tremendous potential for exports of organic products, but these are currently produced in small quantities in India. Hence, there is a need to build awareness about these products and also to promote local brands and designers. This requires a platform so that fresh talent as well as celebrities might get attracted.”

At the recently held Lakme Fashion Week Winter Festive 2011, RTLL unveiled its line of organic garments called 'Geome trees' – combininig the 'desi khatla' embroidery of Gujarat with Mughal style geometrical and floral elements.

About the Geome trees collection, Mr. Kumarpal said, “The outfits are outstanding, despite having been created with very limited resources. Only organic fabrics and seven basic herbal dyeing shades were used.”

Under its brand bhu:sattva, the first-ever organic designer wear brand in India, RTLL sells its products through over 100 multi-designer stores across the country and abroad. It also sells its products through presence at the elitist chain of hotels and online portals.

Fibre2fashion News Desk - India

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