November, New Delhi: Clean, Linear and Conscious “Primal Gray” is foraying into the Indian clothing market with their ethically transparent garments for environmentally conscious individuals.
Fuelled by the desire to create contemporary luxury garments, “Primal Gray” is a high-fashion brand offering a range of relaxed and formal prêt-à-porter clothing with clean lines, and trendless fashion. The brand understands the hazardous effects of the Fashion industry on the environment and the burden it lays on employees, therefore is committed to an ethically transparent approach to its business model.
“While we acknowledge that no consumption can be 100% sustainable, we want to be part of the solution, we work towards educating and offering consumers a better choice of lower-impact garments. Looking at each layer of the impact that a garment can possibly have, we promote ethical transparency – honest, data-driven, inclusive solutions that prioritize people and the planet, with absolutely no greenwashing. “ Said Yuv Bharat Ram, Founder Primal Gray
Detail oriented brand ”Primal Gray” places great emphasis on simple yet high-quality tailoring coupled with responsible production practices, all premium fabrics are handpicked and are certified by globally recognized sustainable textile standards wherever possible. Trying to keep their products as ethically conscious as possible the company uses certified OEKO Tex and Fairtrade Cotton Twills, Organic Terry Cottons, Organic Cotton Fleece, Global Recycled Standard Cotton Twills, and Global Recycled Standard rPet Polyesters.
The brand offers carefully curated garments that can be integrated effortlessly into the consumer’s everyday wardrobe, their first collection was created with the intention to allow the customer to transition from work attire into an edgy post-work look.
Speaking on the collection Yuv Bharat Ram said “ The collection aims to make the wearer feel comfortable yet fashionable in work-appropriate clothing. We aim to make all our products like a second skin for our consumers. Well-tailored, clean lines and quality fabrics come together to make a product that will last you seasons, and make you feel better about the reduced environmental impact this purchase has had on the plant.”
The products are available on their websites and will soon be on popular online lifestyle channels, with plans to launch in domestic offline retail stores as well as on an international platform in the near future.
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