At Maati, the approach is towards sustainable fashion and it is reflected through the natural fibre clothing that the label promotes. The handloom khadi fabric which is produced by the Ganai Family in West Bengal, with minimum water and no electricity. The other natural power-loom fabric used by the label is upcycled from wasted cotton yarns and is also made with a conscious vision. The colours used for dyeing and block printing are also completely natural and environmentally friendly. The blue is obtained from Indigo, yellow from turmeric, red from sindoor flower, black from iron oxide and white from limestone. These colours, along with plant gum, are used for all the projects at Maati. The garments are then put together by local artisans in Rajasthan, using their skills for exquisite workmanship. Maati’s ideology is to grow along with everyone else and hence it is a true and honest project with elements of ethical clothing and fashion.
We at Maati are entirely devoted towards a circular economy and as is expected of a PETA verified label, we follow various practices to ensure a minimal environmental impact. The fabrics are upcycled and ethically produced and we are devoted to making sure we help people support us and follow us in this venture towards something positive and promote the healing of nature. We are completely focused on reducing, reusing and upcycling, to make things quirky while being nature friendly.
The label believes in not just being sustainable in case of their clothes and garments but also in all ways in which it impacts the environment. No plastic goes in the packaging at Maati. The packaging is done using recyclable cardboard boxes, paper tapes and corn starch bags, all of which are completely biodegradable. The bags used are also completely biodegradable.
Corn starch for instance, has a lot of benefits, with it being the perfect substitute for plastic while maintaining the same effect as that of plastic and protecting the packaged product from water and other damaging external factors. It takes about 9 months for corn starch bags to completely degrade naturally, leaving no residue.
The brand tags are made from seed paper, which grows tomatoes and cucumbers when planted. This not only helps prevent waste but also helps in growing the green cover on the planet. These tags are completely eco-friendly and 100% plastic free. Even the tapes used in packaging are paper tapes and there’s no plastic that goes in the whole packaging process, making it a completely environment friendly process.