Indigo Amour

Discloses the community being impacted

Reduces the environmental impact

Focusses on women producers

Created using handcrafted methods

Reduces/Reuses/
Recycles resources

Avoids use of chemicals or toxic materials

Indigo Amour is a sustainable fashion brand started in 2018. They work on making dresses, jackets, men’s shirts and casual pants with natural dyes on organic wool of Bharmour (Himachal Pradesh) along with Kala Cotton stoles and dresses.

Purpose

Indigo Amour aims to make fashion a bridge between what urban consumers want and the need of heritage craft clusters so that social development is catered in the business. . Their constant endeavor is to reduce carbon footprint in garments starting from crop to yarn and then to fabric and dyes. Natural indigo is used on hand-spun cotton yarns in this fabric.

People

They try to work with women artisans, especially in making yarns. The pastoral Gaddi women get sustained employment opportunities due to organic wool fabric demand in urban areas. In Bhujodi, Gujrat, they also work with women weavers in Kala Cotton fabric such that knowledge is passed on to daughters as well in a weaver’s family.

Planet

They use mostly natural dyes and the dying is done at home or in small units. This reduces the water pollution of the textile industry a lot and gives health benefits to the wearer as it is toxins-free using Ayurveda herbs like Manjishta (Madder root) and Myrobalan (Harda). It also preserves the centuries-old printing technology of the Indian subcontinent on organic cotton (calico) and khadi fabric. The water footprint is reduced by adopting natural dyes and hand block prints as opposed to digital printing and pigment dyes that are harmful to plants, animals, and humans.