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Shop for Change & Anita's AND form new partnership

29 Apr '10
3 min read

This summer, Anita Dongre gives us all a chance to Shop for Changewith her brand new collection. Launching a range made from 100% Shop for Change Fair Trade certified cotton, the western wear collection is made up of stylish dresses, shirts and tops in 21 vibrant designs.

Anita Dongre is the first fashion designer to launch an entire range of garments made from Shop for Change certified cotton. Through this association, AND and Shop for Change guarantee that the farming families behind the products received a fair deal for their hard work.

Shop for Change Fair Trade, a not for profit organization which builds on successful international models of fair trade certification, was established by Traidcraft Exchange (UK) and International Resources for Fairer Trade (India) and is funded by the European Union and Dutch Foundations ICCO and Hivos.Anita Dongre, Creative Director, AND said, “Working closely with Shop for Change gives me the opportunity to make a difference. Having visited fair trade farmers in Andhra Pradesh with Shop for Change, I see the importance of introducing this concept into the fashion industry and hope that my fellow designers will also bite this fabulous bug. My new fair trade summer collection is attuned to the fashionable mindset of young Indians. And I'm pleased to announce that AND's followers can look forward to an even wider range of fashionable fair trade styles in the seasons ahead.”

Shop for Change, a certification body working to promote the concept of fair trade in India, recently partnered with Future Group affiliated store Mother Earth. Commenting on the partnership with AND, Seth Petchers – CEO, Shop for Change said, “We are delighted to announce this groundbreaking alliance with AND which represents a significant new platform to raise awareness about fair trade. Shop for Change guarantees a better deal for farmers so they can take care of their families and the environment. Simply by choosing garments with the Shop for Change Mark, consumers can make a real difference in the lives poor farming families. Our collaboration with AND is a seismic shift for fair trade in India and a victory for Indian farmers. We look forward to announcing partnerships with many more brands and designers in the near future.”

Gul Panag, actress and active supporter of Shop for Change Fair Trade, is thrilled with this association. “I am a close friend of Anita Dongre and I couldn't think of a better person to usher fair trade into the mainstream. Anita and I recently visited the farmer group which supplies the cotton for this fabulous new range and saw for ourselves the difference fair trade makes in the lives of disadvantaged farmers. Fair trade has the power to change the face of agriculture in India, empowering farmers to make better lives for themselves and care for the environment. I shop for change because I believe that just by being conscious consumers we can make change happen.”

AND's new Shop for Change collection is available across 16 AND stores plus select Shoppers Stop, Central, Lifestyle, and Pantaloons stores. The Shop for Change certified cotton used for the range is sourced from Chetna Organic Agriculture Producer Company and converted into fabric by West End Fashions, a part of the DM Infra group.

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