05 September 2022, Mumbai:
Myntra will partner with Fairtrade and launch an eco-friendly line. The sustainable clothing line will be made out of responsibly sourced cotton from a Fairtrade-certified supply chain.
This eco-friendly line will be launched initially with men’s T-shirts with plans to scale to over 250 styles and expand into women’s T-shirts and athleisure. The new collaborative collection will be a part of Myntra for Earth, a one-of-its-kind theme store dedicated to sustainable fashion alternatives, offering some 5000 eco-friendly styles from more than 100 brands. The association is expected to achieve a target of sourcing a minimum of 110 metric tons of Fairtrade-approved ethically farmed cotton.
Fairtrade is a global network of not-for-profit organizations committed to promoting sustainability in agricultural-based value chains. Myntra is the first e-commerce brand of scale in India to partner with Fairtrade, which works with more than a million farmers and agricultural workers worldwide, and over 1,25,000 smallholder farmers and workers who are a part of 109 certified producer organizations, across 15 states and one union territory in India.
Fairtrade helps farmers adopt socially, environmentally, and economically sustainable practices as per the standards set by the organization. The products that are made through a Fairtrade-certified supply chain and follow Fairtrade terms of trade come with the Fairtrade mark, allowing conscious consumers to identify products made from responsible farming methods.
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