18th March marks Global Recycling Day- a day focused on promoting the importance of recycling and encouraging sustainable practices. As the world moves toward sustainability, Pakistani fashion houses, too, are working towards becoming ecologically friendly while also promoting local culture. From ethical production to sustainability through recycling, these brands are raising the bar for the fashion industry.
The Environmental Impact of Fast Fashion
Fast fashion remains a major polluter, particularly in Pakistan, which is one of the world’s largest textile-producing countries. The cheap and fast production of clothing results in huge amounts of textile waste and more carbon emissions. However, some Pakistani brands are taking the initiative to counter these practices by using sustainable approaches.
Khaadi
Khaadi has always had a strong brand identity. The company has launched programmes offering free space for women artisans to sell their products at Experience Hubs and Centres in Karachi, Lahore and Islamabad. Khaadi focuses on green manufacturing processes, including organic cotton and natural dye usage. It also encourages fair labour practices and takes care of its workers by focusing on health and safety.
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Generation
This legacy brand is committed to sustainability by including responsible practices throughout their entire supply chain. Generation works with artisans from various regions to create quality, handmade clothing. They prioritise natural fibres, reducing water consumption and the absence of chemicals in the production process. Their commitment to ethical processes guarantees fair labour and working conditions for everyone involved.
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Rizwan Beyg
A leader in the field of promoting traditional handicraft, Rizwan Beyg’s label fuses high-end fashion with sustainability. By collaborating with NGOs and disadvantaged groups, the brand provides skill training programmes and employment opportunities. It uses natural dyes made from plants and environment-friendly textiles in a big way to reduce its carbon footprint while creating beautiful designs inspired by Pakistani heritage.
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Huma Adnan
Through her partnership with the UNHCR, Huma Adnan offers refugee women from Afghanistan, Syria and Myanmar livelihood opportunities. These women produce hand-made jewellry with eco-friendly materials, maintaining traditional skills while securing their economic independence. Her fashion brand focuses on slow fashion and sustainable production.
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Sapphire
To start with an environmental stand of its own, Sapphire’s Weaving Green programme encourages sustainability with recycled materials and ethical production processes. Their collection emphasises reducing carbon emissions and water usage while still being affordable to the average buyer.
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Zara Shahjahan
Through her brand Jehan, Zara Shahjahan is working towards disrupting the fashion sector by advocating for slow fashion. Her limited-collection designs respect native crafts and hand-knit textiles, coming up with trans-seasonal essentials that cut down on waste by prioritising timelessness and endurance.
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The Path Forward
Though these brands are taking remarkable steps, the road to sustainability for Pakistan’s fashion industry is still long. The consumers also need to do their bit by giving preference to environmentally friendly brands, thus pressurising others to go green. With cooperation and awareness, Pakistan can keep leading the way to a greener and more responsible fashion industry.
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