Modern Crew is rewriting the narrative that luxury and sustainability can coexist.
Our aim is to achieve both style and sustainability by offering eco-friendly and sustainable products that are not only good for the environment but also look great and feel better. Our commitment to sustainability is evident in every aspect of our brand from the materials we use to the manufacturing methods, to the entire lifecycle of products.
Why are Sustainability and eco-friendliness needed in today’s world?
The traditional retail apparel industry has a significant impact on the environment. The production of clothing and accessories requires large amounts of water, energy, and chemical inputs, and the disposal of textiles contributes to pollution and waste. It is estimated that the industry is responsible for 10% of global carbon emissions, and 20% of global wastewater, and is the second-largest consumer of the world’s water supply. Additionally, the industry is responsible for the release of hazardous chemicals into the environment, and the production of synthetic fabrics such as polyester and nylon, which are non-biodegradable. By incorporating sustainability and eco-friendliness into fashion, companies can reduce their environmental footprint and improve their social and ethical impact. This in turn can lead to cost savings, and also can help attract more millennials and Gen Z consumers who are looking for sustainable products.
Research suggests that millennials and Gen Z consumers in India are becoming increasingly aware of and interested in sustainable and eco-friendly fashion. A study by KPMG found that nearly two-thirds of Indian consumers aged 18-25 are willing to pay more for sustainable products, and a survey by Accenture found that more than half of Indian consumers aged 18-34 are interested in buying sustainable fashion. Additionally, a 2020 survey by Nielsen found that 66% of Indian consumers are willing to pay more for sustainable products, the highest percentage among Southeast Asian countries.
However, it’s important to note that factors such as price and design are still the primary drivers in India, but the interest and willingness to pay more for sustainable fashion is growing, especially among the younger population.
How has a brand like Modern Crew embraced Sustainability and eco-friendliness?
1. Using sustainable and eco-friendly fabrics
We use sustainable and eco-friendly fabrics like micro modal (made from beech wood trees) and bamboo in most of our products.
Bamboo and micro modal are both eco-friendly fabrics because they are made from natural resources, and are renewable.
Bamboo grass and Beechwood trees are fast-growing meaning they require less water and fertilizer. Additionally, they are also naturally resistant to pests and diseases, so they require fewer chemical treatments.
Both are renewable resources as well, meaning they can be harvested and replanted, making them a sustainable choice. Whereas cotton is a water-intensive crop and needs fertilizers to grow. Cotton is also a non-renewable resource that can cause soil erosion and other environmental damage.
Both fabrics are biodegradable and require less energy and water to produce than traditional fabrics. Additionally, bamboo and micro modal fabrics are soft and breathable, making them cozy to wear.
Below are some of the sustainable clothing offered by Modern Crew
2. Sustainable Dyes: Azo Free
Usually, cheap quality dyes contain “azo compounds”, which have been found to be potentially harmful to human health. Azo compounds can break down into potentially carcinogenic substances when they come into contact with the skin or are ingested. Additionally, the use of cheap dyes may also contribute to environmental pollution. It is important to use dyes that are free of harmful chemicals and produced in an environmentally sustainable way.
Modern Crew uses environmentally friendly azo-free dyes which are typically made from natural sources such as plants, minerals, and animals. These dyes break down easily in the environment and do not contribute to pollution and use minimal water during the dyeing process, which helps to conserve resources and reduce pollution.
They are often used in the textiles, food, and cosmetics industries.
3. Partner with Manufacturers who Use Sustainable Practices
Modern Crew has a high preference to partner with manufacturers who use sustainable practices. E.g., our partner factory generates 100% of power in-house using solar and wind energy. They also have a wastewater treatment plant set up which helps in the treatment and recycling of wastewater released by their factories thus resulting in a saving of millions of gallons of water.
We are committed to using sustainable packaging. 20% of our current packaging is made from recycled plastic. Going forward we are committed to finding up to 100% sustainable and eco-friendly packaging alternatives.
At Modern Crew, we are committed to becoming a sustainable clothing brand. We recognize that this is a journey and we are constantly looking for new ways to reduce our environmental impact and be more sustainable.
We understand that such sustainable choices will not only protect the environment but also create a better future for everyone, including our children.