Interview with Anita Dongre on how mindful consumption is key to sustainability in fashion - Library @ E2Expo
Updated: Dec 2020
Anita Dongre launched her own sustainable label Anita Dongre Grassroot in 2015. The label sustainable sources fabrics featuring graphic prints; handwoven Benarasi brocade dresses; bandhani jackets featuring the traditional art of tie-dye or shirt dresses with hand-block prints done by local artisans. Lifestyle Asia caught up with her on what sustainability means to her and how she has incorporated its varied aspects in her business model.
She discusses her work with local craftsman. Her aim is to assimilate them in the main fashion force, educate the younger consumers about handmade and hand-spun textiles, and integrate the diverse range of sustainable Indian handicraft into her label.
She delves into her association with Sustainable Apparel Collection (SAC), where she uses their sustainability parameters to carefully document the label’s efforts and further share with other members of SAC.