"Our Own Pace is only getting started, but already gaining ground in the homegrown sustainable fashion landscape in India. Going forward, we hope to see representation of this and the right kind making waves globally, signalling to fast fashion makers and consumers the pioneering of a much needed change. The future of fashion can and should be conscious, it's the only way".
The idea of sustainable fashion has been around for over a decade. Ironically, despite its long existence, sustainable fashion only became a widely used term about five years ago—when the world collectively faced one of the most transformative and distressing experiences: the onset of the pandemic. Since then, so much has changed. Individuals—at a personal level—as well as every industry and sector. The idea of slowing down, not just in fashion, but even physiologically, became more concrete once everyone was forced to stay indoors and not be consumed by external engagements - work, social life and everything in between. We slowed down—reflected, analyzed, contemplated, and even predicted how life would be after the pandemic—fantasizing about catapulting into a serene, sustainable paradise overnight. But the universe had other plans for us. Instead of the complete overhaul we envisioned of resource consumption, pollution levels, and overall well-being after this time of reflection, the actual on-ground reality couldn't be further from our fantasy. A study published in Environmental Science and Pollution Research found that "daily global CO₂ emissions decreased by 17% at the start of April 2020 compared to the mean 2019 levels." However, according to a report by the Centre for Cities, "by September 2020, pollution levels in 39 out of 49 cities and large towns were at least back to pre-lockdown levels." So… the joke’s on us, right? Despite our feeble attempts at bringing the concept of sustainability into our dinner table conversations, hoping to accompany our meals with a side of an irrevocable change of humanity for the better, the status quo persists. In fashion, this means the dominance of brands that a) either put sustainability at the bottom of their priority list or b) participate in ‘green-washing’ to convince their customers they are better than their competitors. The latter is a conversation for another day. The point is that conscious fashion—whether as a consumer or manufacturer—is still in its early stages.
But as all bad news should be complemented by something good, there has been a considerable shift in brands and designers actually attempting to be more mindful of their products as consumers are starting to become more aware. Thus, while still in its infancy and far from reaching its full potential, sustainable change in fashion is gradually taking shape. One such brand contributing to this slow but steady shift toward conscious fashion is India-based Our Own Pace, founded by Shivani Boruah and Uday Shanker Acharya. What caught our eye was not the brand's philosophy but their unique take on everyday staples in our wardrobe. Their horseshoe jeans, for example, elevate a perfectly monotonous outfit all just with their unique design. The description of the jeans on their website concludes with the following: “This piece poses the question: If there was a conscious and accessible way to express your style - Would you take it?”, and there is no better way to describe what OOP stands for. The future of fashion is embracing the need for brands to interweave innovation and artistry with consciousness and that is exactly what OOP has set out to do. The brand uses Indian artisanal fabric and techniques and pre-consumer textile waste fabric handpicked from different mills in India. All products are slow crafted in small batches and made to last, emphasizing the brand’s core philosophy of maintaining quality over quantity. OOP is a breath of fresh air in the midst of the oversaturated fast fashion market with clothes produced en masse only to end up choking landfills a few months later. To answer the very pertinently laid out question, yes, if there was a conscious and accessible way to express our style, we would take it!
What makes OOP stand out in the Indian homegrown fashion landscape is the laid back approach to their designs. Just because the clothes are practical, everyday staples and also good for the planet, that doesn’t mean they have to be boring! The designs are fun, contemporary and effortlessly chic. The founders' passion for Japanese fashion is evident in their designs. It's interesting to note this influence in the textures, patterns and silhouettes juxtaposed with the cloth material, which is made with handwoven fabrics, and traditional fabric dyeing and weaving techniques like Ikat and handloom. You don’t get to see this interesting sartorial juxtaposition everyday. It reflects the founder duo’s sensibilities and their keen eye for fashion. A lot of fashion brands in the recent past have jumped on the sustainability bandwagon so to speak, claiming their products and processes are responsible and ethical. Greenwashing, as has this phenomenon been rightly termed, has permeated some of the biggest brands you can think of, which are ironically synonymous with fast fashion and large scale production. How could these brands possibly produce garments that are sustainable in the true sense of the word? Unfortunately, there is no answer to this. The problem with greenwashing, among other things, is the complete lack of accountability and transparency. You can stick a tag with any of the synonyms for sustainability on the clothes, but how do we, as consumers, trust that it is actually ethically produced? This is where OOP vastly differs. A simple peek at their website will tell you everything that goes on behind the scenes of how their clothes are made. What impressed us the most was an entire section titled “Responsibility” on the website, detailing their philosophy and production process. Transparency like this is more of what we need to see in sustainable fashion today.
Our Own Pace is only getting started, but already gaining ground in the homegrown sustainable fashion landscape in India. Going forward, we hope to see representation of this and the right kind making waves globally, signalling to fast fashion makers and consumers the pioneering of a much needed change. The future of fashion can and should be conscious, it's the only way.
Where you can find them: @ourownpace_ link: https://www.instagram.com/ourownpace_/
