A Tale of our Fabrics

1. Ataleofourfabrics “Textileindustryuses8000chemicalsonaveragetocolourandproducefabrics.The cottonfibreisknownas‘DirtiestCrop’with55%pesticidesprayedoncotton.” We had a question as we graduated from the National Institute of Fashion Technology NIFT,Bengaluru.“Onafinishedgarment,canwashingeliminatepesticidessprayedon cottonand heavymetals used incolourant treatment?” Puzzled by the above thought we started our research in this area. Today we are proud tosaythat-PureClothfabricsarenotjustgoodontheskinwhileinusebutgoodforthe planet&peoplewhilein-makingandafter-usetoo.Hereweshareafewinsightsonhow wecreatevalue atevery stageof oursupply chainfrom fibre-dye-fabric. RAINFEDORGANICCOTTON Trusted & safe: A thoughtful supply chain starts at the source. In 2017, we made a commitmenttoworkonlywithrainfedorganiccotton.Organiccottonfarmingdoesnot use toxic chemicals or GMO (Genetically Modified Organisms) seeds. Instead, it combinestradition, innovation, andscience. Wesourcekalacotton,oneofthefewgeneticallypurecottonspeciesremaininginIndia and grown locally around districts of Kutch. We visit and verify farm-level certificates fromeachpartyalongwiththe chaintoensuretheymeetthe standardsrequired. Quality:WithIndiagrowingawiderangeoforganiccottonandmultiplesuppliers involved,findingthe rightvendorwas amajordecision forthebrand. Fromcontacting100+vendorsacrossIndia,reviewingmanyswatchbooks,and incorporatingguidancefromexperttextileengineersinthefield;astaplelengthbetween 30-45mmmatchedourcharacteristicsintermsoffeel,strength,anddurability.Our fibresare well-suited for kidswear. Thecottonusesrainfedwaterandnaturalfertiliserstherebyeliminatingthe consumptionof non-renewableresources. NATURALDYES We stayed at Khadi Collective, Karnataka, to explore the use of dyes and colour fixing using the naturalproducts availablelocally. Justusing organic cottondoes notmake the finishedgarment

2. chemical free or non-toxic. All our organic fabric dresses use only natural or herbal colours while dyingor printing therebyeliminating the consumptionof non-renewable resources. Withchromiumandcopper,red-listedundereco-regulations,PureClothensuresthenatural dyes are only moderated with alum. Being a responsible brand our natural dyers are transparent disclosingall the mordants information. We source from a group of artisans across India for whom the skill of dyeing has been passed downfrom generation to generation. HANDWOVEN Ultimatelythe success of our fabrics depended on how soft it was on baby skin. We do not do softeningas it involves chemical processes. We adopted handwoven fabrics, since the physical process of the weaving and handling of the fabricitself makes the feel soft andluxurious & not by chemicals. Finally, the type of weave has a story of an artisan behind it, and it gives a premium look and feels.We would like to take this opportunity tothank our weavers to experiment with us on various weave structures to meet our high-quality standards. The result of this interesting variation is what makes our fabric stand out anddistinctly different in terms of its premium feel, texture,and look. Wework with weavers across Indiabased on the theme and storybehind each of our designs! This process uses handlooms instead of power looms thereby eliminating any use of non-renewableresources.