People more conscious about environment post-Covid, mindful buying remains the keyword

Fashion brands are paying close attention to this shift.

iStock
A few companies have encouraged consumers to look at their purchases with new eyes.
A recent report from the Capgemini Research Institute found that sustainability has risen up the customer’s agenda with 67 per cent of consumers said that they will be more cautious about the scarcity of natural resources due to the COVID-19 crisis, and 65 per cent said that they will be more mindful about the impact of their overall consumption in the “new normal”.

And companies are paying close attention to this shift. Here are a few companies that have encouraged consumers to look at their purchases with new eyes.

Shantanu & Nikhil
In April, the designers announced a new buy-back initiative aimed at encouraging responsible consumerism and creating a circular ecosystem. “The fashion industry is growing by the day as consumers use their clothing for increasingly shorter periods and buy more, further increasing pressure on environmental resources and leading to waste production,” said the duo in a statement. “It’s time we reduced the pressure we are creating on the natural resources and hopefully contribute to downsizing the carbon footprint the fashion industry is casting.”


​Shantanu & Nikhil ​also introduced the initiative to become more sustainable​.
Shantanu & Nikhil also introduced the initiative to become more sustainable.

“As a brand, we have taken this baby step to do our bit for the environment and become sustainable. This (campaign) not only drives responsible consumerism but also ensures controlled production at our end,” they added. Since it began, the campaign has received support from celebrities and influencers like Hardik Pandya, Leander Paes, Mandira Bedi, Tahira Kashyap, Chitrangada, to name a few.

For the first phase, the company is only accepting outfits that were sold for Rs. 1,00,000 and above. Products bought on sale or outfits that can not be recycled sustainably will not qualify for the program.
Celebrities like Hardik Pandya, Mandira Bedi​ and Leander Paes supported the 'buy-back' campaign.
Celebrities like Hardik Pandya, Mandira Bedi and Leander Paes supported the 'buy-back' campaign.

ADVERTISEMENT
Antar Agni
Post the lockdown, designer Ujjawal Dubey announced a similar ‘Restore Love’ initiative that sought to revive old damaged garments.

“The last three months have been a great leveller, a reminder that our differences are only skin deep and sometimes, not even that,” said Dubey. “The world has been obsessed with owning more, and throwing the old away, a direct affront to our oldest Indian values of saving and passing on. Nature demands a course correction and at Antar-Agni we intend to deliver with an ongoing effort called ‘Restore Love’ where your old damaged garments are brought back to life. Where we treat, refurbish, or bring back to life, enhance as per occasion, the existing garments that you own.”
​Ujjawal Dubey announced a similar ‘Restore Love’ initiative.
Ujjawal Dubey announced a similar ‘Restore Love’ initiative.

The idea is said to be inspired by Dubey’s favourite jacket and old memories of the Indian household. “I have a jacket that has lasted me a greater part of a decade. I’ve over-dyed it a few times, sewn-in buttonholes, and reconstructed sections of it. Every week I wear it, it takes on greater meaning and ensures a little less consumption. It would be such a great joy to create this for others to re-imagine those special pieces within their wardrobe,” shared Dubey.

John Lewis & Partners
Last year, fashion retailer John Lewis & Partners in the UK offered to pay customers to return pre-loved clothes to its Oxford store in a bid to “address the increasing volumes of clothing being sent to landfill.” The ‘BuyBack’ trial allowed customers to return pre-loved items from any womenswear and menswear brands stocked at John Lewis & Partners. In return, customers would receive 3 pounds per item up to a maximum of three pieces of clothing.

ADVERTISEMENT
The campaign was so successful at the pilot store that in March 2020, the retailer announced that it was expanding the buyback service to five more stores.

Porsche, Sabyasachi Ensemble, MF Husian Artwork: Everything That Went Under the Hammer For Corona-Relief
1/7

Last month, cricketers Virat Kohli and AB de Villiers offered to auction off their signed jerseys from a 2016 IPL match to help raise funds for Covid-19 relief. But they’re not the only ones pitching in to help.



A number of brands and celebrities have come forward recently to help raise funds for Covid-19 relief through a variety of auctions. Here are a few:

Last month, cricketers Virat Kohli and AB de Villiers offered to auction off their signed jerseys from a 2016 IPL match to help raise funds for Covid-19 relief. But they’re not the only ones pitching..
Read More
Funds raised: $1,000,000

Porsche auctioned its last-ever 991 generation 911 Speedster for a cool $550,000 to help raise funds for the United Way Worldwide’s COVID-19 Community Response and Recovery Fund.

The 502-horsepower car (one of 1,948 Speedsters made to commemorate Porsche’s 70th anniversary) was part of a special package that included a heritage design chronograph, a book that highlights the completion of the last 991 and a behind-the-scenes tour of the Porsche AG Weissach development headquarters.

Porsche Cars North America Inc. (PCNA) matched the winning bid to raise the total proceeds to $1 million.
Funds raised: $1,000,000Porsche auctioned its last-ever 991 generation 911 Speedster for a cool $550,000 to help raise funds for the United Way Worldwide’s COVID-19 Community Response and Recovery Fu..
Read More
Funds raised: Rs. 6,15,000

Over the last few weeks, couture designers Manish Malhotra, Sabyasachi, Tarun Tahiliani and Rahul Mishra came together to raise funds for the FDCI Covid-19 Support Fund which offers financial assistance to small businesses and young designers in need. From organza saris to 3-D embroidered lehengas, each designer offered one masterpiece from their collection for the ‘Fraternity Talks’ auction which raised Rs. 6,15,000 in total.

The first item to be auctioned was one of designer Manish Malhotra’s most popular sequinned saris which sold for Rs. 300,000.
Funds raised: Rs. 6,15,000Over the last few weeks, couture designers Manish Malhotra, Sabyasachi, Tarun Tahiliani and Rahul Mishra came together to raise funds for the FDCI Covid-19 Support Fund whic..
Read More
Funds raised: $272,125

Famed artist Andy Warhol is said to have produced nearly 130,000 images, only 17 percent of which had been printed at the time of death in 1987. Auction house Christie’s recently auctioned off 60 unique photographs taken by Warhol to raise funds for emergency relief to artists throughout the US.

In collaboration with Warhol’s foundation for visual arts, the online-only sale raised a whopping $272,125, with 88% sold by lot and 142% by value. The top lots were Andy Warhol’s Self-Portrait which sold for $37,500; Flowers, which realized $16,250; Andy Warhol and Henry Geldzahler, which realized $15,000; Montauk Beach which achieved $10,000; and Archie, which sold for $9,375.
Funds raised: $272,125Famed artist Andy Warhol is said to have produced nearly 130,000 images, only 17 percent of which had been printed at the time of death in 1987. Auction house Christie’s recentl..
Read More
Funds raised: $450,000

Earlier this month, auction house Sotheby’s and Google teamed up for a virtual auction to benefit the International Rescue Committee’s work to fight COVID-19 in vulnerable communities. Among the lots offered was the chance to have coffee with Hillary Clinton, record a song with Grammy-winning artist Sting, attend a Shakespearean acting lesson conducted by actor Sir Patrick Stewart, and a private video call with Apollo 9 astronaut Russell Schweikart.

Held between May 1 and May 8, the MayDay charity auction raised $450,000 for the international rescue committee with a private recording session with Grammy award-winning musician Sting, selling for $137,500.
Funds raised: $450,000Earlier this month, auction house Sotheby’s and Google teamed up for a virtual auction to benefit the International Rescue Committee’s work to fight COVID-19 in vulnerable commu..
Read More
Funds raised: Rs. 1 crore

Last month, DAG (formerly Delhi Art Gallery) sold 51 works from its iconic modern art collection to help raise funds for Covid-19 relief efforts. The curated collection included artworks by masters like Nandlal Bose, MF Husain, Krishen Khanna, Jamini Roy and Krishna Reddy, among others. Among the 51 works — all owned by the gallery — were oils, acrylics on canvas, serigraphs, works on paper and board, as well as a photograph and a sculpture.

The works, which ranged between Rs 50,000 and Rs 500,000, were all priced about 25-35% lower to encourage more people to buy them. In total, 32 buyers picked up the works, raising Rs. 1 crore in the process. The amount will be sent to either the PM CARES fund or the Chief Minister’s relief fund, depending on the buyer’s discretion.
Funds raised: Rs. 1 croreLast month, DAG (formerly Delhi Art Gallery) sold 51 works from its iconic modern art collection to help raise funds for Covid-19 relief efforts. The curated collection incl..
Read More
Funds raised: $150,000

Last month, Slipknot’s lead vocalist Corey Taylor announced he would be auctioning thirteen guitars from his personal collection to raise money for Direct Relief to help provide PPE and essentials to healthcare workers. The thirteen guitars featured a mix of electric, bass and acoustic guitars, all signed by the musician.

The auction went on for two weeks and had almost 800 bids, with Taylor raising $75,000 and eBay matching the donations.
Funds raised: $150,000Last month, Slipknot’s lead vocalist Corey Taylor announced he would be auctioning thirteen guitars from his personal collection to raise money for Direct Relief to help provide..
Read More

Download
The Economic Times Business News App
for the Latest News in Business, Sensex, Stock Market Updates & More.
READ MORE
ADVERTISEMENT

READ MORE:

LOGIN & CLAIM

50 TIMESPOINTS

More from our Partners

Loading next story
Text Size:AAA
Success
This article has been saved

*

+