Apparel brand W aims 20% revenue from sustainable fabrics products sale
Apparel brand W aims 20% revenue from sustainable fabrics products sale

Apparel brand W is aiming up to 20% of its revenue from the sale of products made from sustainable fabrics in the next 18-24 months. W is a part of TCNS Clothing Co Ltd.

Anant Daga, Managing Director of TCNS Clothing Co, said, "Sustainability in fashion is a relatively newer concept. We are experimenting with different kind of sustainable fabrics. We expect revenue from products made from sustainable fabrics to double in the 18-24 months to 10-20 per cent from about 5-10 per at present."

W has also announced an exclusive partnership with Aditya Birla Group's Livaeco brand. Last year, the firm had introduced a new line of Harit Khadi products styled by the company.

"These sustainable products are priced at a premium, but we have seen a great response from customers for Harit Khadi products. We want to give the customers the choice about the kind of fabric they want to buy," Daga stated. 

Manohar Samuel, Senior President, Aditya Birla Group, further added, "We are launching our newest offering Livaeco exclusively with W, which has created a collection that embodies our focus on sustainability and high fashion to delight the customers."

 
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