First high street brand in India to collaborate with Fairtrade India to offer a sustainable fashion line Over the years, sustainable and responsible consumers are encouraging brands to demonstrate transparency and sustainability in their supply chains. Reaffirming its 20-year commitment, to offer best-in-class quality products to customers and echoing the nation’s call of creating strong national brands, Indian Terrain has joined forces with Fairtrade India to create an exclusive sustainable fashion line that protects the environment and empowers Fairtrade farmers in Gujarat. With the social and environmental footprint of fashion getting bigger it is becoming increasingly important for brands to drive change. Indian Terrain recognizes its role in making sustainable fashion more mainstream. The commitment to become India’s first High street brand to launch a Fairtrade capsule is a step in this direction. The Fairtrade labelled collection/capsule by Indian Terrain means that social and environmental sustainability standards have been followed at the farms and factories that make the collection/capsule. The process of production was carried out in a way that farmers received a fair price, child labour was prohibited and the environment was protected. Commenting on the association, Mr. Charath Narsimhan, Managing Director, Indian Terrain Fashions Limited said, “The world of fashion as we know it has been evolving and becoming more eco-conscious for a while now. There is a growing deliberation among consumers to adapt a more sustainable living. We have taken another step towards sustainability, by addressing these growing imperatives of trust, sustainability and quality through our association with Fairtrade India, thus becoming India’s first high street brand to create a product line exclusively made with Fairtrade cotton, sourced from farmers in the Surendranagar District of Gujarat. Indian Terrain’s new collection in collaboration with Fairtrade India offers customers the most fashionable apparel with a responsible style statement. The capsule collection currently offers a collection of tees including crew neck t-shirts for men and boys and will further be expanded by way of a larger collection comprising of shirts and trousers, apart from t-shirts. Further, the more products customers purchase from the Indian Terrain Fairtrade collection, the higher is the portion of the Fairtrade Premium earned by the farmer organization. Mr. Abhishek Jani, CEO, Fairtrade India said, “While the global fashion industry is reeling from the effects of CoViD-19, Indian Terrain has boldly taken a stand to promote sustainability. With the launch of their Fairtrade collection, not only is Indian Terrain demonstrating their deep commitment to the planet and to the vulnerable communities in their supply chains but also reassuring the Indian cotton farmers that they will find a market for their products and will receive a fair price.