Walmart-owned Myntra, a leading online fashion retailer’s initiative to enable customers with the choice to adopt and shop sustainable fashion and lifestyle, through its dedicated, ‘Myntra for Earth’ store, is attracting both brands and consumers alike.
The e-retailers said that nearly 70 leading fashion and lifestyle brands have partnered with the Myntra over the past six months to offer over 5,500 styles to customers in its sustainable store.
The key pillars for this initiative are handloom and handcrafted, organic, natural-dyed, recyclable and eco-friendly, vegan and cruelty-free.
Even the products ordered through this store are delivered in packets made from 100 per cent recycled paper.
The store offers an immersive and engaging shopping experience for truly ‘sustainability-inclined’ conscious shoppers.
Ayyappan Rajagopal, Chief Business Officer, Myntra said, “It is a humble effort by our team to support the cause of sustainable and environment-friendly methods and products that are gaining widespread recognition across spheres.”
The customers of all age groups are seemingly conscious about their fashion choices and their impact on the environment in varying degrees.
“The specially curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved,” said Rajagopal. “Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to 2x by the upcoming quarter while adding another 4,000 styles to the existing assortment.”
