Royal Enfield, a renowned motorcycle brand, has introduced its latest sustainable apparel collection, the Conscious Collection, under its Green Pursuit initiative. This new line of clothing is designed to reflect the brand’s commitment to responsible craftsmanship and its ethos of ‘Ride Green. Ride Pure.’ The collection is made with natural materials, including recycled materials, Himalayan grass, natural dyes, and organic cotton. The use of these materials not only reduces waste but also minimizes the brand’s carbon footprint.
The Conscious Collection features four earthy tones, each derived from natural sources such as tea leaves, pomegranate rind, natural bio, and acacia catechu. The colors are carefully chosen to reflect the hues of nature, adding to the collection’s sustainable appeal. The labels, tags, and packaging are crafted for reuse, with the packaging doubling as travel pouches. This attention to detail demonstrates the brand’s dedication to reducing waste and promoting sustainability.
According to Yadvinder Singh, Royal Enfield’s chief commercial officer, the Green Pursuit initiative is focused on giving back to the environment while pursuing the brand’s passion for motorcycling. The Conscious Collection is a testament to this initiative, as it reimagines waste into something new and purpose-driven. The collection features three unique fabric blends, including a cotton and recycled cotton jersey knit, a recycled cotton-polyester pique, and a HimGra-based woven fabric. HimGra, a patented Himalayan grass fiber, is waterless and low-impact in production, making it an attractive option for environmentally conscious consumers.
The Conscious Collection is priced from Rs 1,600 and is designed to reinforce Royal Enfield’s approach to combining sustainability, function, and style. By extending its lifestyle offering beyond motorbikes, the brand is catering to a wider audience and promoting a more sustainable lifestyle. With this new collection, Royal Enfield is setting a precedent for other brands to follow, demonstrating that fashion and sustainability can coexist. The Conscious Collection is a significant step towards reducing waste and promoting eco-friendly practices in the fashion industry.