Fashion designer Masaba Gupta has come up with an environment friendly, green clothing line called, 'I Will Wear Out Plastic', that features clothes, with detachable bags built within the garment itself. Masab's new wardrobe collection is part of a UNEP India and Ogilvy India campaign that works on phasing out single use plastic.
"Fashion is a great means of communicating to people... Everything follows and understands fashion, because it is not hard work to understand. We thought doing a collection of clothes that turn into bags would be the perfect thing. A lot of people can incorporate it in their daily lives. It's a fun concept to watch, it's engaging, and at the same time, it is sustainable. This is how it came out to be. We worked on it for about 1.5 years," Masaba told IANS.
"This creative collection aims to reduce the use of plastic bags in a unique way. Each garment has, as an exclusive accessory, a detachable reusable bag that is a fashion statement by itself. If you are an impulsive shopper, this is your go-to collection to do your bit for the environment, and fashionably too," Gupta added.
The collection was launched on Wednesday and will be available in stores and online.
"This is not just a collaboration, it's a war cry. This is House of Masaba's way of giving back to the environment. It's the need of the hour and we are taking that conscious step towards sustainability, because the global environmental crisis is all too visible now.
"The fashion industry is also known to produce the most global wastage. This time, we're using fashion as a tool for empowerment and activism," Masaba shared.
The fashion industry is one of the biggest waste producing industries in the world. The industry produces way more clothes than in need and are discarded after a couple of wears. And the worst part is, the majority of our clothes goes to landfill, even though we could easily reuse or recycle them.
As study suggests, an average consumer throws away 70 pounds (31.75 kilograms) of clothing per year. Globally we produce 13 million tons of textile waste each year 95% of which could be reused or recycled.
In addition to all this, the fashion industry is one of the most polluting industries in the world. It is a major contributor to water pollution, plastic pollution, and greenhouse gas emissions.
Speaking more personally Masaba said that it hurts her to see polluted oceans and affected marine life.
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