We are an environmentally conscious luxury fashion brand
Primal Gray is a modern high-fashion brand from New Delhi, India, dedicated to creating luxurious, ethically transparent garments with a focus on sustainability and craftsmanship. Its apparel, blending relaxed and formal styles, is designed for the conscious consumer seeking timeless, adaptable fashion for a non-toxic wardrobe. In an interview with Fibre2Fashion, Founder & Creative Director Yuv Bharat Ram talks about his experience of leading a seasonless and trendless fashion brand.
What innovative approaches do you think are crucial for the ready-to-wear fashion sector to remain competitive and relevant in the coming years?
Innovation is paramount for the ready-to-wear fashion sector to maintain competitiveness and relevance in the years ahead. Embracing sustainable practices, such as utilising sheep supplements to reduce the carbon footprint of wool production, directly addresses environmental concerns. The integration of digital tools, such as 3D modelling and virtual reality, transforms design processes, minimising waste and expediting production timelines.
Harnessing the power of big data facilitates informed decision-making regarding collections and pricing strategies, ensuring adaptability to consumer trends. Furthermore, incorporating electronics into clothing, implementing AI face recognition in the beauty industry, developing fabrics that grow with the wearer, and leveraging recycling technology all contribute to a sustainable and forward-thinking fashion landscape. These innovative approaches not only address issues of waste and environmental impact but also position the ready-to-wear fashion sector at the forefront of a dynamic and conscientious industry.
How do you perceive the role of leadership in shaping the future of the relaxed and formal ready-to-wear sector?
In the realm of relaxed and formal ready-to-wear fashion, leadership plays a pivotal role in shaping the sector’s future trajectory. Leaders must navigate the evolving landscape by steering their brands towards a vision that resonates with contemporary consumer values. Anticipating changes in consumer preferences, technological advancements, and global influences is essential for staying ahead.
A delicate balance between creativity and consumer consciousness is crucial, ensuring a harmonious blend of relaxed and formal styles that stand the test of time. Through fostering innovation, promoting adaptability, and maintaining a keen awareness of market dynamics, leaders can guide their teams towards sustainable growth and continued relevance in the ever-evolving fashion industry. This strategic approach is fundamental to shaping the future of the relaxed and formal ready-to-wear sector, aligning with the needs and aspirations of conscious consumers.
What is Primal Gray’s overarching vision for the future, and how does it align with the company’s mission?
Primal Gray, founded in January 2023, is dedicated to promoting ethically transparent fashion for the Indian market. From its inception, our mission has centred around educating consumers about environmentally friendly options and encouraging mindful wardrobe choices. Looking ahead, our overarching vision is to persistently educate consumers on existing ethical practices within the fashion industry that often go unnoticed due to the prevailing focus on price points. We are committed to providing high-quality products that are not only environmentally sustainable but also ethically produced.
Our future mission aligns seamlessly with our current goals. As a new brand, our objective remains unchanged – to offer ethically transparent products using innovative fabrics and circular production practices. We prioritise the use of sustainable materials, such as recycled cotton and polyester, and continuously explore new environmentally conscious options. Innovations include the use of Modal as an eco-friendlier alternative to cotton, requiring less energy and water. Our commitment is to foster continuous innovation while maintaining ethical transparency and creating products that contribute positively to the environment.
Can you highlight some of the key technological innovations or advancements that Primal Gray has embraced to stay ahead in the industry?
Primal Gray strategically incorporates a few key technological innovations to stay ahead in the industry, primarily focused on fabric sourcing. Working closely with suppliers, we have embraced the use of recycled polyester derived from reclaimed plastic bottles found in the ocean. This not only contributes to cleaning up water waste and reducing ocean pollution but also minimises energy consumption compared to the production of new polyester.
Another significant innovation involves the utilisation of reclaimed and recycled cotton. Through a meticulous process, we transform scrap cotton into new yarn, weaving it into our fabrics. These accessible yet impactful steps contribute to a sustainable approach. Additionally, our commitment to circular production practices is notable. We repurpose waste, such as fabric scraps and reclaimed leather from various suppliers, to create practical and environmentally conscious products like pouches. While we may not claim major technological advancements, our focus is on constantly exploring new and unique approaches that may not be readily available in the market. We aim to offer consumers access to exciting and innovative products while staying true to our commitment to sustainability.
How does Primal Gray differentiate itself from competitors in the market, and what strategies are employed to maintain a competitive edge?
Primal Gray distinguishes itself within the competitive fashion landscape through a steadfast commitment to elevated tailoring and consciously designed basics. Our brand ethos centres on providing consumers with everyday apparel imbued with unique twists and design elements, ensuring a level of sophistication rarely found in the market. Rather than chasing transient trends, Primal Gray focuses on timeless silhouettes and patterns, facilitating seamless transitions from summer to winter and day to night.
We prioritise quality over quantity, advocating for a seasonless and trendless wardrobe that stands the test of time. While this approach presents challenges in the realm of competition, we find it resonates with customers who appreciate the familiarity of our products while embracing the added benefits of environmental consciousness and ethical transparency. Our strategy is rooted in offering a refined, enduring alternative in the realm of luxury fashion, bridging the gap between style and sustainability.
In what ways does Primal Gray engage in corporate social responsibility, and are there any specific initiatives or projects the company is currently involved in?
Primal Gray actively engages in corporate social responsibility through meaningful collaboration with the Blind Relief Organisation (BRO) in New Delhi, a cause deeply rooted in our brand’s inception. This organisation plays a vital role in our family’s history, and we have committed ourselves to incorporating their vocational training programmes into our production process. By involving blind adults and children, aged 17-18, in stitching various products, including bags, pouches, and slippers, we contribute to their skill development and financial independence.
Our commitment to sustainability led us to replace plastic with muslin for our product pouches, which are exclusively crafted by individuals from the BRO. Each season, we receive 8,000-10,000 pouches from these skilled artisans, providing them with a source of disposable income to support their families. This collaboration serves as a cornerstone of our CSR initiatives, championing fair and equal employment opportunities, especially for those with disabilities. Primal Gray remains dedicated to this fruitful partnership, underscoring our commitment to fostering positive social impact and inclusivity.
The digital landscape is rapidly evolving. How do you leverage its online presence, and what is the company’s strategy for adapting to digital trends?
Primal Gray strategically maximises its online presence by ensuring timely and relevant content across various digital platforms. A key aspect of our approach involves garnering media attention to underscore the relevance and credibility of our products, instilling confidence in our conscious consumer base. Collaborating with multi-brand outlet partners, both domestically and internationally, further extends our reach in the digital realm. Unlike trends that are ephemeral and often influenced by platforms like TikTok, Primal Gray, as a seasonless and trendless brand, consciously sidesteps fleeting digital fads.
Instead, our digital strategy concentrates on promoting sustainable closet choices and offering guidance on versatile looks. We understand the transient nature of digital trends and refrain from hasty pursuits, prioritising the preservation of our brand identity and values. By focusing on creating content that aligns with our brand essence and resonates with our audience, we aim to establish a lasting digital presence that mirrors our commitment to quality and sustainability.
How important is customer feedback in the fashion industry, and what are some effective ways to gather and utilise this feedback in product development?
Customer feedback holds immense significance in the fashion industry, serving as a cornerstone for business growth. It provides invaluable insights into customer preferences and behaviours, playing a pivotal role in refining products, websites, and services. To gather this crucial feedback, we employ a multi-channel approach, including website reviews, face-to-face interactions, blog invitations, surveys, and social media engagement, creating a comprehensive customer feedback loop.
Our website is meticulously designed to provide an engaging and seamless customer journey, ensuring a positive interaction from browsing to purchase. Automation, particularly in post-order reviews, facilitates a platform for customers to share thoughts and suggestions seamlessly. Actively listening to our customers has been instrumental, in influencing the expansion of colourways and styles based on their preferences.
Regular communication with our clientele is maintained through questionnaires conducted before each collection, allowing us to gauge interest and preferences. By incorporating this feedback into our design and production processes, we ensure that our offerings align with customer expectations. This customer-centric approach not only shapes our post-delivery service but guides the entire lifecycle of our products, reflecting our commitment to continuous improvement and responsiveness to the evolving needs of our conscious consumer base.
In your view, what are the key challenges and opportunities for incorporating sustainability and ethical practices in the fashion industry?
Incorporating sustainability and ethical practices in the fashion industry presents a dual landscape of challenges and opportunities. Challenges arise in the complexities of ethical sourcing and the imperative to minimise environmental impact, navigating the intricate web of supply chains and manufacturing processes.
However, the pursuit of sustainability provides a unique opportunity for brands to distinguish themselves. By embracing transparent and responsible practices, fashion brands can align with evolving consumer expectations for ethical and environmentally conscious choices. In essence, while the challenges are real, the adoption of sustainable and ethical practices offers a compelling opportunity for brands. At Primal Gray, we do this not only to meet consumer demands but also to lead the way in shaping a more responsible and conscientious future for the fashion industry.
In fact, sustainability stands as a cornerstone for Primal Gray, woven into the fabric of our brand ethos since its inception. Our commitment to environmentally conscious practices is evident not only in the environmentally conscious products we sell but also in various aspects of our operations. The elimination of plastic is a foundational principle, reflected in our zero-plastic-use office and the use of cornstarch polymer instead of plastic for shipping pouches.
Garments are meticulously packed in recycled muslin pouches, and our boxes are crafted from recycled cardboard, extending our sustainable approach to packaging. Even our press packages are designed for reusability, ensuring longevity and minimising waste. In the realm of delivery and shipment, ongoing discussions with companies like Ecocart and Climes aim to offset carbon emissions associated with the shipping of each order, contributing to environmentally impactful projects globally. From creating a paper-free office environment to implementing plastic-free shipping practices, our commitment to sustainability resonates across all facets of our business, with ongoing efforts to expand these practices into additional verticals.
What strategies are essential for keeping pace with the rapidly changing trends in both relaxed and formal wear?
For Primal Gray, an environmentally conscious luxury fashion brand, to maintain its commitment to providing contemporary and high-end fashion for conscious consumers while navigating seasonless and trendless wardrobe, we tend to stay away from rapidly changing trends. We stick to our commitment to providing something that the consumer can wear through the years. Hence our key focus is providing a quality product that is relatable and wearable through the trends.
We do still stay abreast of rapidly changing trends, through the power of data analytics, customer feedback, and trend forecasting. By integrating these insights into design and production processes, we make informed decisions that resonate with contemporary tastes while staying true to our ethos. Establishing agile supply chains and fostering collaborations with influencers further enhances responsiveness to the styles that we are promoting, ensuring that both relaxed and formal wear remain in sync with evolving fashion preferences.
Are you considering or actively pursuing expansion of Primal Gray? If so, what regions or markets are currently of interest?
Indeed, Primal Gray is actively pursuing expansion beyond its current presence in India. In 2024, our strategic focus includes entering markets in South Asia and the Middle East, as well as select European regions. This expansion is facilitated through discussions with channel partners and the establishment of physical and online stores in these targeted countries. Recognising the maturity of international markets compared to India, we anticipate increased sales figures and foresee the potential for mutually beneficial growth.
Looking ahead, our roadmap includes a broader expansion into the entire European market and the United States within the next 12 to 18 months. Concurrently, efforts are underway to enhance our footprint in India by opening physical retail spaces in key cities, aiming to augment revenue through the acquisition of new customers and the introduction of diverse product ranges. As part of this dynamic process, Primal Gray is poised to open in Singapore, establishing key distribution channels to effectively serve the global market.
What upcoming projects or goals are you excited about, and how do you plan to achieve them in the coming years?
In 2024, we are actively pursuing two major projects that align with our brand’s commitment to sustainability and conscientious consumerism. Firstly, our focus is on expanding our global footprint, recognising the mature understanding of environmentally conscious and ethically transparent brands among international customers. This initiative aims to reach a broader audience that shares our values. Concurrently, we are exploring intriguing collaborations with other brands, anticipating the introduction of new product ranges and lines. These collaborations serve not only to diversify our offerings but also to engage with a wider demographic of customers.
Additionally, within India, where we have a significant and maturing market, we aim to expand our footprint, delivering our products to an even larger customer base. The overarching goal is to encourage conscious consumption, steering away from fast fashion, and educating consumers about the environmental impact of their choices. We aspire to become an educational resource, guiding consumers towards more sustainable and lasting fashion choices. While ambitious, this goal underscores our dedication to making a positive impact on both the environment and the fashion industry.
