Lovebirds, clothing brand to promote a sustainable approach to fashion

03 February 2022, Mumbai:

Clothing brand Lovebirds plans to promote a more sustainable approach to fashion by moving away from seasonal calendar.

The brand plans to release around four smaller collections a year which include versatile pieces which can be used in multiple seasons in a move to prevent waste.

For its latest collection, Lovebirds has experimented with sustainable fabrics including wool, organic cotton, and handwoven denim and this season its denim includes stripes of extra yarns which have been hand-cut.

The brand is gravitating towards wrinkly and textured fabrics that celebrate beauty in its crude, organic form, says Gursi Singh, Co-Founder.

It is also exploring a knitwear collection this year.

Launched by Gursi Singh and Amrita Khanna, Lovebirds aims to showcase a different take on the classic Indian aesthetic to a global audience.

The brand currently retails from its flagship store in New Delhi and its dedicated e-commerce store.

It plans to expand its retail footprint in 2022.

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