The home-grown affordable luxury fashion brand Qua has taken one step forward towards its efforts of promoting sustainability and contributing for the betterment of the environment.
The brand, as it claims, has been environmentally aware from the beginning and has opted for zero plastic packaging for its clothing products.
All online orders are shipped in 100 per cent recyclable cardboard packaging and thus the brand has somehow been able to not contribute in increasing packaging waste that’s there due to a rapid surge in online shopping.
“Another way we ensure sustainability is by downsizing the manufacturing of clothes. Studies show that almost 85 per cent of the world’s clothing ends up in landfills or incinerators. To reduce the wastage of textile, they manufacture clothes in small batches instead of stocking up the warehouses, by analysing their previous data and predicting the demand,” reads Qua’s press statement that was sent to Apparel Resources.
Further, the brand is constantly working towards minimising the usage of polyester, as it is an oil-based plastic and does not biodegrade like natural fibres. Qua chooses premium fabrics like Turkish cotton, viscose, linen and wool blends, as they are biodegradable and offer optimal breathability.
Qua’s blazers are lined with 100 per cent viscose instead of polyester, while the collection of dresses and co-ords are 100 per cent viscose and cotton.
“Through our digital platform, we are also trying to educate our customers about sustainable practices like slow fashion and the importance of making eco-conscious choices that are less detrimental to the environment,” says Qua.
Rupanshi Agarwal, Founder and CEO of Qua, comments, “Fashion is an integral part of everyone’s life, whether they are aware of it or not. People use fashion for self-expression, for representing their culture and even for making a political statement. However, the fashion industry is also one of the most polluting industries in the world. It is responsible for 10 per cent of the world’s carbon emissions. It’s our responsibility to take steps towards making fashion more sustainable – as a brand by producing more sustainable products and as a consumer by being more conscious of our shopping choices.”
