Indian apparel brand W is targeting 20 percent of its revenue from sustainable fabrics sales in the next two years.
Anant Daga, Managing Director, TCNS Clothing Co. (W is a part of it), said, “Sustainability in fashion is a relatively newer concept. We are experimenting with different kind of sustainable fabrics. We expect revenue from products made from sustainable fabrics to double to 10-20 percent from about 5-10 percent now.”
The brand has also inked an exclusive partnership with Aditya Birla Group’s sustainable Livaeco brand.
Manohar Samuel, Senior President, Aditya Birla Group, further added, “We are launching our newest offering Livaeco exclusively with W, which has created a collection that embodies our focus on sustainability and high fashion to delight the customers.”
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The sustainable products are will be priced higher.
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