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Indian apparel brands create 100% organic lines
Apr '10
Two key Indian apparel brands, Van Heusen and Arrow, have taken the initiative of promoting eco-friendly clothing, by creating 100 percent natural lines made of natural dyes, cotton and linen, thus creating awareness among consumers about such clothes and their benefits.

Continuous narrowing of resources and increasing demand has put a pressure on the environment, a reason enough for Van Heusen to go down the green pathway. Stressing on the importance of being conscious about the environment, Van Heusen has also incorporated manual removal of weed from cotton crops.

Citing the growing environmental problems, Arrow takes the onus on itself, for creating awareness among consumers and be one of the pioneers to introduce such line of clothing. While Van Heusen's green apparel range is priced from Rs 1,599 onwards, just like their other clothes, Arrow's line is comparatively higher as compared to their regular line.

Taking care that no artificial or chemical substances are used for this new line of clothing, Van Heusen has ensured that insect population is balanced by using trap crops, which helps in keeping pests at bay. Also cotton is harvested when it is completely ready, thereby following the natural cycle of harvesting.

By utilising and introducing more recyclable clothing and natural fibres, Arrow intends on widening its green efforts. This initiative has already received accolades from customers all around the country.

Customers too feel that by buying green line clothing they are doing their bit for the environment. Although branded labels into the eco-clothing line are expensive, customers don't feel the pinch with Van Heusen and Arrow's natural clothing line prices.

Fibre2Fashion News Desk - India

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