In a day and age where clothes have become disposable enough to last only a few wears, homegrown brand trueBrowns highlights the importance of not just sustainable materials but also a garments longevity.Started by Udita Bansal back in 2016, trueBrowns has since found its niche spot in the Indian womans wardrobe with a special focus on the velvet fabric as well as easy yet dressy silhouettes, a rich colour palette and most importantly, a size-inclusive range of products minus the notorious fat tax. We are here with a very clear purpose to be inclusive. When there is clarity of thought and intention, there are always ways to make it work. While I cannot disclose numbers, it is definitely feasible. One needs to build operational efficiency to absorb the additional costs involved, says Bansal.Udita Bansal| Founder, TrueBrownsThe brand sources sustainable fabric from government-certified vendors that operate in government-assigned sustainable zones. To avoid production wastage, the leftover fabric is used to create accessories like masks, bandanas, etc. That said, Bansal considers the making of a forever piece of utmost importance. TrueBrowns has always made products that are designed to last, not driven by the latest trends, yet modern, inspired by natural design and materials, and influenced by the culture we grew up in. We create timeless versatile pieces that can become the core of every wardrobe. The key attributes of the brand are - versatility, quality, comfort, and long-lasting timeless style, she says.The brands 30tBwears campaign (The Power of 30) is one of its efforts to draw attention towards conscious shopping and slow fashion, a commitment to wearing an outfit at least 30 times to reduce ones carbon, water, and waste footprint. Through the campaign, customers are encouraged to use trueBrowns clothing longer and buy only if they think they will be able to wear it at least 30 times. To make the outfit stay for long, the quality is equally important, how you care for your garment can increase the longevity in manifolds. We always add care instructions with each product, simply following them is enough to care for them, she says. According to Bansal, making any garment last is equally the brands responsibility and it does so by ensuring the longevity of the garment right from our design process. For us, longevity does not only mean the quality of the garment, of course, it is our utmost priority, but what is equally important is the value that comes with it. We believe in making outfits that serve both. We make garments that are timeless with minimal silhouettes and designs, garments that stay relevant in your wardrobe for years, adds Bansal.Image Courtesy: TrueBrownsBansal adds how awareness about sustainability has propelled further actions in the space when it comes to fashion. The primary reason behind a sustainable purchase is the growing awareness regarding environmental degradation. Now, the youth is more concerned about the repercussions of their actions, that they have not only outsized influence on themselves but to the community as well when it comes to sustainable shopping. Even brands are switching to produce sustainable products, there are amazing choices of sustainable style manufacturers that obey moral techniques while producing their products, she says.