Lovebirds, a relatively new and innovative fashion brand from India, has joined forces with Canopy, a global non-profit organization focused on reducing the use of ancient and endangered forests in textiles and packaging. This alliance is a significant step in Lovebirds’ mission to close the circularity loop and promote sustainable practices within the fashion industry.
Canopy has been actively working with several major Indian brands, including Birla Cellulose, Walmart-owned Flipkart, and Myntra, as well as fashion labels such as House of Anita Dongre, Doodlage, Ka-Sha, Paiwand Studio, and Sonam Khetan. The organization is eager to expand its reach in the Indian market, which has the potential to become a leader in the production of low-carbon, circular materials.
According to Canopy’s founder, Nicole Rycroft, India is poised to transform their agricultural residue into low-carbon paper packaging and viscose, with an estimated cost of $13 billion to $15.6 billion. This transformation will not only benefit the Indian market but also have a global impact, as India is an important sourcing country for many global brands.
The partnership between Canopy and the participating brands, including Lovebirds, aims to mitigate risk in their supply chain, support the transition to lower-carbon, more circular materials, and promote sustainable practices. For smaller brands like Lovebirds, this alliance can be a crucial step in their journey towards sustainability.
Khanna, co-founder of Lovebirds, highlights the importance of understanding the source and impact of certain yarns on the environment. She sees the partnership with Canopy as an opportunity to connect with the right suppliers, find sustainable packaging options, and reduce waste. Karishma Shahani Khan, founder of Ka-Sha, emphasizes the potential for brands to join forces and achieve mutually aligned goals, supporting a more circular system and exploring newer, more sustainable materials.
Canopy’s ultimate goal is to make the fashion industry more sustainable, with a focus on decarbonization, reducing biodiversity footprint, and mitigating supply chain risk. The organization is committed to working with Indian brands to achieve this goal, recognizing their potential to drive the global market towards a more sustainable future.