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Sustainability In The Millennial Future The Indian Counterculturists are collectively promoting the green movement which is slowly gaining traction through the rising tide of awareness and sensitivity. It is also not surprising to find their vision being blind reference points for others to follow. Imitation often comes with innovation. From lacking intent to making greenwashing claims, the sustainable arena is often marred with suspicion about its intent. This leads us to the question - Is sustainability a furore or a movement here to stay in a growing world of millennials? URVASHI KAUR Regardless of whether it’s a trend that’s being followed or if there’s genuine intent, the fact is that we are getting the word out and pushing people to look at sustainability as a necessary aspect of fashion businesses. It has gone from being a small, alternative fad to a massive, acknowledged movement within a few years and this gives me hope that we are bringing about real change in the minds of consumers and producers alike. The younger generation is more conscious of sustainability as a lifestyle, across the board. It does seem to be gradually playing a part in their choices as shoppers as well, but we still have a long way to go. It is very important for them to be careful of their choices, as they are the ones who will eventually inherit the planet! ILK I feel that everybody is making a strong effort. The industry is currently heading towards a stage where more people are looking upto the movement. It is only when we intentionally do something, people follow it. Sustainable fashion is a good platform for us to work towards a social cause – a platform where people express themselves for others to follow. It is an intentional effort. If I have a box full of yarns that are probably old and reused, I remake it as something new. With everything changing and fast-moving, I definitely feel the younger generation is more conscious. SOUMODEEP DUTTA I feel we need to be greener in our approach in terms of how we make clothes rather than just using organic hashtags. Sustainability is about working in a way that is constructive for everything and everyone. It’s not just about the organic dyes or slow fashion; it also involves the working conditions of the

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Profile for Shefali Judeline Jauhar

Zhivalian  

A league of Indian millennial designers are on the rise – call them the Counterculturists if you may. Daring to define the contemporary scen...

Zhivalian  

A league of Indian millennial designers are on the rise – call them the Counterculturists if you may. Daring to define the contemporary scen...

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