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Organic brand 'Pink Elephant' launches its retail website
May '17
Courtesy: Pink Elephant Organics
Courtesy: Pink Elephant Organics
Pink Elephant, an organic clothing company providing fashion-oriented, sustainable apparel for girls, has launched its retail website. The brand aims to make top-quality, organic fashion accessible by selling direct to cut out the middle man and reduce retail overhead. Its clothing is 100 per cent organic, excluding embellishments, and is GOTS certified.

Pink Elephant's founder is Sudhir Kakar, a veteran in the women's fashion industry with his company Woodland Trading. The brand’s creation was inspired by the birth of his first granddaughter. "I discovered several European girls apparel brands touting the benefits of clothing made with organic fibers," said Kakar. "But when I searched for fashionable organic infant clothing domestically, I was disappointed."

Recognising an untapped market in the US, Kakar set out to make available highest quality organic clothing that was also fashionable. He assembled a team with expertise in two areas – fashion and kids. The Pink Elephant management team’s credentials include apparel design, retail buying, production, sales, logistics and eco-friendly practices – coupled with qualifications of being moms and a nanny.

According to the Organic Trade Association, sales of organic cotton have grown significantly in recent years, as consumers increasingly seek out sustainable, chemical-free fibre. Organic fibre sales in the US totalled more than $1.1 billion in 2014, up 18 per cent from the year before. (RR)

Fibre2Fashion News Desk – India

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