The Indian fashion industry is undergoing a significant transformation, with more brands adopting ethical and sustainable practices. When we started 10 years back, the terms ‘ethical’ and ‘sustainable’ weren’t that popular. We had to work hard to raise awareness around it and convince our consumers why they were paying what they were paying. But over time, as consumers become increasingly conscious of the environmental and social impact of their clothing choices, several homegrown labels took the initiative to prioritise sustainability, fair wages, and eco-friendly materials over run-of-the-mill fast fashion. Today, ethical fashion brands in India are not just a trend; it is a movement toward a more responsible and transparent industry.

SHOULDN’T ALL FASHION BE ETHICAL FASHION? 

In an ideal world, all fashion would be ethical. Why shouldn’t clothes we wear to look good be designed sustainably and with responsible production in mind, and artisans be paid fair wages? Yet, the industry is still dominated by fast fashion, which prioritises profit over people and the planet. “Ethical fashion” is not just a niche; it should be the standard, ensuring that workers are treated fairly, materials are sourced responsibly, and environmental harm is minimised. As consumers, we have the power to demand better practices by choosing brands that align with these values. After all, fashion should not come at the cost of human rights or the environment. 

The shift towards ethical fashion is crucial in combating the negative environmental and social impacts of the mainstream fashion industry. Some of the key benefits of choosing ethical fashion brands in India include:

• Reducing Waste: Brands like Doodlage focus on upcycling and zero-waste production, preventing fabric waste from ending up in landfills. Unique brands like Joli make products from recycled plastic bags and recycled industry packaging, which are cleaned, cut into strips, and then hand-woven together, thus reducing waste. 

  

• Fair Wages & Working Conditions: Ethical fashion ensures that artisans and workers, making our beautiful pieces, are paid fairly and work in safe environments. 

• Eco-Friendly Materials: Organic cotton, handwoven textiles, and natural dyes in brands like Alternative minimise environmental harm.

  

• Preserving Craftsmanship: Brands like Translate are not merely a fashion label, but a spirit that embodies love for indigenous craft. With their continuous effort towards ensuring the craft of Ikat weaves is kept alive and authentic at its origin, they have been ensuring craftsmanship at scale. 

• Encouraging Slow Fashion: Minimalist brands like Three promote mindful consumption by creating durable, timeless pieces.

  

At Nete, we have been and we will always be a platform that curates conscious fashion, featuring several ethical brands from India that are making a real impact. Here are five such brands that are redefining fashion in India while ensuring sustainability and ethical production:

1. O'FRIDA: CELEBRATING AN ART-INSPIRED EXPRESSION AS ONE OF THE TOP ETHICAL FASHION BRANDS, INDIA 

O’Frida is a brand that celebrates bold, independent, and free-spirited women, Frida Kahlo style. Their collections are deeply inspired by art, culture, and storytelling, ensuring that each piece is not just clothing but a form of self-expression. The brand is committed to luxe slow fashion. By using natural fabrics and hand-dyeing techniques, they reduce their environmental footprint while maintaining the vibrancy and uniqueness of their designs. If you are looking for fashion that is expressive, ethical, and empowering, O’Frida is the brand to explore.

2. DOODLAGE: UPCYCLE WASTE INTO WEARABLE FASHION

Doodlage is one of the most well-known ethical fashion brands in India, pioneering the concept of upcycling textile waste into stylish and contemporary clothing. Founded by Kriti Tula, the brand takes discarded fabrics from large textile manufacturers and transforms them into new garments, reducing the immense waste generated by the fashion industry. Doodlage focuses on zero-waste production, using fabric scraps to create patchwork designs and other accessories. Their commitment to sustainability extends to the use of factory waste, recycled fabrics, or organic material to create their products. Additionally, the brand works with ethical production units to ensure that workers are treated fairly and paid living wages. Doodlage’s unique aesthetic combines sustainability with edgy, modern fashion, making it a go-to for conscious consumers.

3. TUI TUI: PLAYFUL, SUSTAINABLE, ETHICAL, HANDMADE

Tui Tui is a brand that stands out for its playful designs while maintaining a commitment to ethical fashion. Their collections often feature bright colors, fun prints, and hand-drawn illustrations, making them perfect for those who love experimenting with their wardrobe. Sustainability is at the core of TUI TUI’s ethos. It was built on a shared love for art, design, and storytelling, as they see fashion as more than clothing. They believe it’s a canvas where heritage, creativity, and functionality come together. With this philosophy, TUI TUI proves that sustainable fashion does not have to be boring or muted. Their vibrant and artistic collections bring joy to dressing while promoting responsible consumption.

4. THREE: MINIMALISM WITH A SUSTAINABLE APPROACH

Three is a brand that embodies minimalism and slow fashion. With a strong focus on timeless silhouettes and neutral tones, Three creates clothing that is versatile and meant to be worn across seasons. Their design philosophy revolves around the idea of ‘less is more,’ encouraging consumers to invest in high-quality, long-lasting pieces rather than fast fashion trends. If you appreciate understated elegance, everyday luxury, and mindful fashion choices, Three offers a refined yet sustainable wardrobe solution.

5. JODI: REVIVING INDIAN CRAFTSMANSHIP

Jodi is one of the coolest ethical fashion brands in India that celebrates the beauty of traditional Indian textiles and craftsmanship. The brand is known for its signature hand-block printed fabrics, which are crafted by artisans across India. By using age-old techniques such as block printing and natural dyeing, Jodi ensures that their production process is both sustainable and culturally rich.

In addition to their commitment to preserving Indian heritage, Jodi also upholds fair trade practices. They work directly with artisans, providing them fair wages and long-term employment opportunities. The brand’s emphasis on slow production means that each garment is made with care, reducing waste and overproduction.

Jodi’s vibrant and artistic designs appeal to those who love cultural narratives and handcrafted textiles. By supporting this brand, consumers not only embrace sustainable fashion but also contribute to the livelihood of Indian artisans.

ETHICAL IS THE NEW COOL!

As a movement, ethical fashion brands in India are growing, with brands like O’Frida, Doodlage, Tui Tui, Three, and Jodi leading the way. These brands prove that fashion can be stylish, high-quality, and sustainable all at once. By choosing ethical fashion brands in India, consumers can make a positive impact on the planet and the people behind the clothes they wear. Nete offers a curated selection of these conscious brands, making it easier for you to make ethical and sustainable fashion choices that are cool for you and cooler for the planet. As we move towards a more responsible future, supporting such brands is a step in the right direction for both the industry and the environment. The power to transform the fashion industry lies in your hands. Every purchase is a vote for the kind of world we want to create - one that values people, craftsmanship, and the planet over fleeting trends.