100% Natural Fabric and Indian Soul, Millennial Indians are Aware of their Planet and Heritage

Our generation today is obsessed with the concept of ‘fast’, regardless if it’s information, connectivity or food. Fashion too has been relegated to this fast process wherein consumers do not really pay attention to the finer details of what goes into making clothes worn by them - whether they have been created with materials that are harmful or toxic to their health and surroundings. Earlier, fabrics that were used to create garments were made from natural fibers of cotton, wool, silk, and jute. However, over time, to cater to the need of masses, these natural fibers have blended with other synthetic material for mass production and cost-effectiveness giving rise to ‘fast fashion’. With technological advancements in every sector, millennials have been posed with innumerable choices and access to apparel in-store and the online marketplace. Modern day customers with disposable incomes are habituated to shop without giving a thought to the harmful effects that their choices have. Faster manufacturing cycles and increase in demand for garments have led brands to acquire cheaper, synthetic alternatives, instead of natural fibers such as cotton, silk, and wool that are chemical-free. To deliver garments at the earliest and at an aggressively low price, brands opt for dyes that are chemically treated and hazardous bleaches. There is a need to develop apparel with competitive prices using renewable resources that are of high quality, durability and are environmentally friendly. The responsibility of creating such apparel rests on the fashion industry as well as to continue to sensitize customers about the merits of 100% natural way of life aiming towards providing a sustainable future. With organic and natural becoming differentiating factors for brands, some have turned to use regenerated fibres which have been heavily processed. Awareness must be created among customers wherein the difference between regenerated natural fibres and the natural fabric is known. Today’s evolved consumers should view this as their right to choose health and quality over mindless variety. Natural products are regaining their appeal, with recognition for craftsmanship and quality, and awareness of ecosystem impact gaining traction among those in the know. If the chemicals in cosmetics, lotions, and potions applied onto the skin is absorbed by our body, so would the chemicals used to treat synthetic clothes which are equally, if not more harmful. By switching to natural garments, we will be giving ourselves the freedom and comfort through breathable garments. Natural fabrics are generally more sustainable than synthetic allowing us to lead a healthier and more eco-conscious life. Garments created with natural fibers also have the ability to last longer as they are able to maintain their shape and form for a longer duration. To cater to this wave of conscious purchases, a trusted brand like ITC  Wills  Lifestyle, now known simply as WLS, has made the paradigm shift to 100% natural fibers. WLS breaks ground as the first mainstream  Indian apparel brand to embark on a journey of the unhurried art of storytelling and going back to nature. By building on the brand’s promise of purity, quality, and craftsmanship, WLS will now offer authentic and real apparel which is built with 100% natural fiber. All garments starting from Spring Summer ’19 will be made of cotton, linen, silk or wool fibers. As millennials are now moving up the ladder at work, daily office-appropriate apparel veers towards somber colors, sharper fabrics, and formal silhouettes. In a typical day of an office goer’s life, not much thought is put into what one wears to work. Wearing ethnic wear like a kurta-pyjama or saree may be uncomfortable for some, but that does not mean that one cannot experiment with Indian patterns and designs while still looking modern, and ready for a meeting or a casual evening with friends. Longer office hours and relaxation of office norms have made the trend of less strict business wear or smart casuals acceptable, successfully paving the way for extended work wear. The Indian inspired look is not that difficult to achieve. If thinking of ways to find outfits that strike a perfect balance between modern and Indian, smart and formal; WLS’ Gujarat collection offers a differentiated workwear look without having to forgo on comfort and style. Gujarat Collection, like all garments created by WLS, caters to the conscious modern-day Indians who are aware of the decisions and choices made. This includes moving generally towards a more sustainable and 100% natural lifestyle. Apart from being aware of the planet, the modern Indian is also in touch with his heritage and proud to flaunt it. WLS’ garments are a perfect mix of Indian designs and craftsmanship and western silhouettes. The collection adds high-quality construction, breathable, 100% natural fabric and a touch of India to the mix for a comfortable look and effortless style. With the collection’s main focus on self-expression and hand-crafted techniques, the garments created will create a mood of comfort and being comforted with a promise to look good as well as feel good. Inspired by the many moods of Gujarat - its beauty, vibrant shades, motifs, and stunning architecture - the collection integrates rhythmic repetition through intricate traditional embroideries, a print language inspired by architecture and colors inspired by the landscape, to bring to life thousands of years of stories and rich culture. 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