Fashion meets nature with Cottonworld

FASHION MEETS NATURE with COTTONWORLD

It all began in the year 1987, when the Lekhraj family, with an established garment export-manufacturing unit, had an idea - to use the excess fabric to make quality cotton shirts. The shirts were put on sale and sold out almost immediately. This was at a time when cotton clothing was not even considered fashionable. This prompted them to open their first store with just a few garments on display. The response was tremendous. And this is how the iconic Cottonworld was born.

Cottonworld became the first store in India dedicated to natural clothing. Set up in a leafy lane in Colaba, Mumbai, the brand is frequented by loyalists since its inception. The brand has now grown and spread its branches throughout the country with 31 stores across India, thus shifting from manufacturing to retail, in this magical little journey. Proudly made in India for the last 29 years, Cottonworld has surely witnessed tremendous growth and spread its branches across India. Several natural fabrics like linen, modal and viscose were introduced during this time, with the clothing range extending from essentials to loungewear and yoga wear.

The latest Autumn Winter Collection of Cottonworld is about classic, elegant and smartly styled clothing that you can wear everyday; including shrugs and sweaters. In keeping with a contemporary & trendy yet classic & comfortable look, this Cottonworld collection has something for everyone, even the most discerning fashionista. However, with every campaign must come a genius idea embedded with the belief of giving back to society. Similarly with this collection, the brand will follow a unique Adopt-A-Tree initiative.

Since Cottonworld is all about natural living. With every piece of clothing purchased from Cottonworld, they will give out seeds of trees with instructions to plant them. For every piece of clothing sold, the brand promises to do its bit for the environment, because Cottonworld stands for a better world. The beautiful woman who will help put this initiative on the global map is none other than the breathtakingly natural and beautiful, Kalki Koechlin.

Kalki has carved a beautiful niche for herself. She is smart, intellectual, dares to say her mind, be different, and even chooses films and stories that are thought-provoking. She is vocal about social issues, issues about women, and the environment. That’s where the ideologies of Cottonworld and Kalki collide to give birth to the Adopt-A-Tree campaign in line with the Autumn Winter Collection.

Speaking on this, Director of Cottonworld, Lavin Lekhraj said that, “This idea was conceptualised because planting a tree is one of the most powerful ways in which you can make a difference to the environment. This is our small step in that direction. The benefits of planting trees are many - to purify air, reduce flooding, stop erosion, provide habitat, cut energy bills, make your city look beautiful. We live in such polluted cities where everyone should embrace this initiative for a cleaner, better future for the present and next generation. I hope that this idea can become a movement in the long run. ”

Initiatives that Cottonworld has undertaken in the past include bags made for the CRY Foundation, Being Human - The Salman Khan Foundation line of T-Shirts, and supporting the environment by helping El Rhino, a company that makes paper using Elephant and Rhinoceros poop. The brand believes in conservation and that the change starts with us. In fact, they are so passionate about conservation that even their tags are made using this environment friendly dung paper.

Even the cloth bags Cottonworld gives its customers with their purchases are labelled “I am not a Virgin”, because they are made of 100% recycled material. Printed on them is this charming note “I am 100% recycled & my mother is a luxury hotel’s bed linen. My glow comes from azo-free pigment colours which are not harmful to the environment. The way I was born saves electricity, water & trees. Lastly, I am very efficient. I can do the work of 365 plastic bags in one year.”