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Dispelling 4 myths around Sustainable Fashion

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Sustainability has been a buzzword since a while now, but for many of us we don’t fully understand what ‘sustainable fashion’ means. The misconceptions around sustainable fashion can prevent us from making the right lifestyle choices and reducing our fashion footprint. It’s time we become aware of our environmental impact on the planet and take the conversation around eco-friendly fashion to the next level.

Here are 4 common misconceptions people tend to have about sustainable fabrics and garments:


Myth 1) Sustainable clothing fabrics are not comfortable

Gone are the days when organic fabrics were heavy and weighed you down. Thanks to modern technologies, innovations like Livaeco are possible. The fabric feels super soft on your skin, and flows to create beautiful silhouettes. It’s light, breathable and cosy—just what you look for in your favourite outfits. #ThoughtfullyFashionable is the way to go.



Myth 2) Sustainable outfits are not stylish

When it comes to the chic factor, sustainable clothing fabrics like Liva are right up there. The fabric has won Kangana Ranaut’s vote and designers such as Wendell Rodricks, Shail Kochhar, Rina Dhaka, Samant Chauhan and Shalini James have harnessed it to create fashion-forward collections. From fun summer-y dresses, printed jumpsuits to even ethnic wear—Livaeco lends itself to all kinds of pieces and styles.



Myth 3) Sustainable fabric materials don’t make a big difference to carbon footprints

According to UNFCCC, the fashion industry’s emissions are set to rise by more than 60% by 2030. Only a move towards a sustainable fashion industry can help reduce these emissions.  Each one of us can play a small role by making more conscientious choices and opting for an eco-friendly fabric that ensures we are directly making a positive difference to the ecosystem. For instance, Livaeco is made of renewable wood pulp sourced from FSC® certified sustainably managed forests, which serve as great carbon sinks. So picking an outfit made from Livaeco over a fast fashion garment goes a long way.



Myth 4) Sustainable fashion is expensive

Making eco-friendly choices while indulging in retail therapy definitely won’t burn a hole in your pocket. Livaeco’s brand partners offer a diverse range of outfits that are priced conservatively, while still being better for the planet (available across leading retail and e-commerce). Safe to say, it’s a win-win situation!



Making a more sustainable choice definitely goes a long way in doing good for the planet. It is possible for each one of us to reduce our environmental impact on the planet and be consciously fashionable while picking out our next outfit. Here’s to looking good while also doing good.


Find out about Liveco’s Green Heart Movement here:


Note: A version of this article first appeared on Elle

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