What Can an Indian Clothing Brand Learn from the Germans


As the urban middle class in India is also looking for newer unique lifestyles and clothing as that in Germany. There is an expanding trend in the population belonging to the middle class in India. This class prefers to adopt European apparels without completely leaving their traditional wears. There has been more value of the sustainable clothing in the past than in the recent times of transitioning trends prevailing in the country. Now people are very intensely following the fashion trends emerging from European lifestyles. 

Apparels being the biggest industry in India needs to revamp its trends and procedures as that of popular clothing brands from Germany to make sustainable, eco-friendly and innovative products. The environment has been a priority for the Indians as a part of their culture to rely on natural less harmful ways of preparing the clothes like knitting, weaving and organic dyeing. But nowadays India is focusing on catering for the fastest-changing clothing trends by experimenting with the fabric, color, and styles. Employing harmful chemicals for getting the desired kind of clothing has become a common practice.

Indian clothing brands still have a lot to travel to go sustainable in the long run. There are many things which an Indian brand can learn from German clothing brands. As their market is hosting a bigger organic clothing sector than an Indian apparel industry. India needs to slow down the trend changing in clothes to keep the production of clothes lower and produce less waste by disposing of the older trend dresses. Indian residents are always willing to spend on the change in clothing trends. 

They are readily leaving the previous one and putting the latest on. Clothing brands are mostly not owning the manufacturing factories themselves which usually produce the products for them. That’s why they do not pay attention to the production and supply procedures whether they are organic and sustainable or not. Recycled fabric will help to avoid the biggest portion of fabric waste from going into landfills and it will also save the natural raw material resources to be over-exploited to meet the ever-increasing demands for clothes production.

Another useful practice in Germany is online forums for clothes exchange and specific market for second-hand clothes. Exchanging or buying recycled and second-hand clothes are not practically possible to flourish in India due to their norms and culture. One doesn’t need to always buy clothes for any occasion e.g., weddings. It can be rented for the occasion or bought for second-hand use. Encouraging the second hand refreshed clothes trend can help in moving towards eco-friendly practices. 

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There are very few brands in India which prefer eco-design or ethical-clothing. Public needs to be provided with awareness regarding the importance of sustainable and environmental cum social-friendly clothing. The more they will be aware of how important it is to think of the environment, sustainability, socially ethical values while choosing any brand for buying and recommending to others, the fastest will be the change in the clothing industry. People should be encouraged to pay more for ethical clothes as those are a bit more expensive than unsustainable clothes.