Huetrap wishes to continually adapt and evolve

29 Jun '18

2 min read

Courtesy: Eastman Exports

Huetrap, a new in-house sustainable brand of Eastman Exports, a Tiruppur based leading garment exporter and apparel manufacturer, wishes to be a brand that continually adapts and evolves. It offers cool and funky designs and makes its customers part of the design process. The brand aims to get from the design stage to the market in less than a week.

“The idea behind Huetrap was very simple. I wanted to create a brand which offered cool and funky designs at no compromise in quality. There was no strict design philosophy. Whatever design idea we found interesting or inspiring, we would translate that into our collection. So, we launched with a few thousand designs, and let our customers tell us what they liked and what they didn't like,” Cibi Karthic, director, Eastman Exports, told Fibre2Fashion.

Talking about his idea of sustainability, he said, “I think sustainability should be the core of everything we do, both personally and from a business perspective. I think we all owe that responsibility to the planet and human well-being. We want to give our customers a great product that's manufactured in a sustainable and ethical way.”

He added that the whole industry can become a lot more transparent, which will eventually lead to sustainable development.

Karthic said that the biggest challenge is to make sustainability affordable. “Being sustainable comes with an additional financial cost. For example, treating the dirty water in the dyeing plant is expensive. But, we have to do it because if we don't, the cost is a dirtier future. In India a big part of the population cannot afford a completely sustainable lifestyle even though they may be aware of the consequences.” (KD)

Click here to read the complete interview.

Fibre2Fashion News Desk – India

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