We are moving towards a sustainable future and sustainable clothing is a major part of that lifestyle. But more often than not, those clothing choices are not as trendy and does not really attract the youth. Five students from Indian School of Business and Finance (ISBF), New Delhi have come up with a clothing line, Emacity, which is is not only sustainable but is also trendy.
The idea to come up with a clothing line came when the students were planning their batch T-shirt. Five students, from across streams, Yuktha Bhadane, Khushi Mehra, Ansh Bakshi, Aaron Jenson and Devendra Chandnani founded Emacity bang in the middle of the COVID-19 pandemic. The students, all 19 years old, decided to keep their product sustainable right from scratch. "We work with cotton grown in an environment-friendly environment and the fabric is 100 per cent GOTS certified. We use no toxic dyes and work with local designers," said Khushi.
But there are other clothing lines which have such products. What's different with Emacity? "Most of the brands that make genuine sustainable clothing do not cater to the teens or the Gen Z. This is a brand by the Gen Z for the Gen Z. The initial response has been overwhelming. We received more than 200 pre-orders," said Yuktha. Emacity has only a few designs now under its first series Naked. The T-shirts are priced at Rs 899.
Their teachers at ISBF have not only supported their initiative but also been their guides throughout. Yuktha and Khushi feel their education at ISBF has also trained them to deal business decisions better. "There was a point when we were offered work for corporates but that would mean compromising on our basic values. We decided to say no and build our own ground. And while we were making that decision a few lessons from the classroom came in handy. We knew what to do," said Yuktha.
