EXCLUSIVE: Designer Purvi Doshi opens up on sustainable fashion, zero waste strategies & her latest collection

The road to sustainability isn't as marooned as it used to be. With high end brands like Prada, Dior, Gucci, etc. taking the high road to ensure their carbon footprint is as small as possible. Following suit, designer Purvi Doshi is also going the curelty-free way. In a candid chat with us, she talks about why she decided to take the path less walked on, her latest collection, and more...

Taking the plunge into sustainability may seem like a piece of cake, but it was a decision that Doshi took over five years ago. "I was completely ignorant about the cruelty towards silkworms for a meter of silk. When I realised the gruesome facts behind the production of silk, there came a major shift in the brand ideology and then began the initial journey of sustainability," says the designer who used to primarily work with silk a couple of years ago. But now, ever since larger fashion houses have made the switch to sustainable and cruelty-free fashion, it has become a trend! For Purvi though, it is a belief, even a way of life. "There are a lot of other brands who have started talking about sustainable and cruelty-free fashion for a few of their collections or one of their lines, but we work on complete sustainability and cruelty-free fashion. For me, sustainability is not a trend," says the designer who also follows a zero waste strategy! Clearly, the designer's brand supports clean air, water and sustainability!

@theshilpashetty in our kutch weave kala cotton crop top and pants form our Sugar Cotton Wool collection. . . www.purvidoshi.com . . #sustainablefashion #sustainableliving#ecologicalfashion #slowfashion #fashion #style#ecofashion #colour #weavesofindia #indiainspired#contemporary #khadi #craft #ecofriendly#crueltyfree #textilesofindia #designlife #naturaldyes#handwoven #handcrafted #handmadewithlove#handembroideries #madeinindia #purvidoshi

This only means that the smallest of the fabric produced is used in some way. "The biggest pieces are used to make bags," the designer says about the bags she gives the customers their purchases in. "The smaller pieces are recycled into paper that is used for making the visiting cards and the price tags and packaging covers, etc. Even smaller pieces are used to make buttons, embellishments, etc." adds Doshi who has also delved into menswear now and only uses natural fabrics and colours.

@realhinakhan in our offwhite khadi hand aari embroidered sheath dress and jacket from our co-existence collection. he collection CO- EXISTENCE was conceieved to depict the harmony between humans and the eco-system. It was based on the thought "Being fashionable does not mean we compromise the lives of other living beings, we must learn to co-exist". . . www.purvidoshi.com . . #iwearcrueltyfreeclothing #crueltyfreefashion #veganfashion #sustainableliving #ecologicalfashion #slowfashion #fashion #style #ecofashion #colour #weavesofindia #indiainspired#contemporary #khadi #craft #ecofriendly #crueltyfree #textilesofindia #designlife #naturaldyes #handwoven #handcrafted #handmadewithlove #handembroideries #madeinindia #purvidoshi

"The whole idea of doing a sustainable menswear collection gave me a new path," says Purvi who has created kurtas from khadi for men. But Khadi also makes for a large part of her latest collection which will include handwoven khadi, hand embroidered mirrors and interesting silhouettes. 

For a designer, keeping up with trends is one of the biggest things. One trend that Doshi is loving is the anti-fit trend! "It suits all body types and looks good in both casual and heavy clothing. And one trend that I feel is overrated now is the cold shoulders. It started in 2014 and high time this trend should be gone," she adds the designer who is now a PETA approved label. 

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