The cost of our clothes

Shopping habits are quietly creating an environmental crisis that’s becoming impossible to ignore.

Every year, India sees the launch of over 1,000 new retail brands, adding to millions of brands globally. Each brand, on average, creates approximately 1,000 new styles annually, with about 30 percent of old stock often ending up as waste. Last year, Shein alone created 1.3 million styles. Does this mean we should stop creating new brands? Should consumers feel guilty for not knowing what happens to discarded products? The solution lies in mindful consumption buying less, making thoughtful choices, and consuming responsibly. Many companies falsely claim to be eco-friendly, a practice known as green-washing.