AI7_12_2018_1_16_43_PM_MI.jpg
NATURE’S ELEMENTS IN DESIGN

Urth seeks nature’s influence while designing, and the elements are incorporated in different forms - colour, texture, movement, etc.

UDAIRAJ ARORA, FOUNDER AND CEO OF URTH LABEL

“When I had the eureka moment to start Urth, I wanted it to inculcate an attitude of consciousness and make its products in an ethical fashion and do all it can to give back to support the world we live in.”

EMBRACING ZERO-WASTE CULTURE

The brand recycles all the waste that’s accumulated during the production process, with the help of like-minded NGOs who are equally concerned about the planet.

BACK TO BASICS

With its clothing line, the brand aims to reinvent classics and wardrobe essentials.

RECYCLING TO UPCYCLING

Urth is planning to train people who are in need of jobs, but don’t have any particular skills. Under this plan, the brand aims to use its fabric waste to create various upcycled goods.

AI7_12_2018_1_16_43_PM_MI.jpg
Showcase 08 Aug 2018

Intertwine: Urth Label, a zero-waste clothing brand, aims to end fast fashion culture

From the blue sky to the blades of green grass, bright red poppy plants, ocean waves, and gush of the wind - fashion brand Urth Label is a design extension of nature’s elements and motifs. Expanding beyond its visual entities, the brand embodies nature by embracing a zero-waste culture. Urth Label recycles all its production waste through tie-ups with various local NGOs. CQ speaks to Udairaj Arora, founder and CEO of Urth Label about his ideas, endeavours, and the backstory that brought the brand to life.

Dedicated to Mother Earth

To unfold Urth’s design ethos, Udairaj shares the story of ‘Clarity’, a long Victorian-style corset dress, made from pure cotton. Their head designer, Caroline Zeliang, was quite taken with how a gush of wind made her feel on a clear day when she was traveling in the hills. She wanted the dress to have a similar flow - something that changes its shape along with the wind. She handpicked pure cotton fabric from Seelampur in Delhi, whose fall and texture was perfect for the kind of flow she wanted.

NATURE’S ELEMENTS IN DESIGN

Urth seeks nature’s influence while designing, and the elements are incorporated in different forms - colour, texture, movement, etc.

Urth always seeks nature’s influence while designing and the elements are incorporated in different forms - colour, texture, movement, etc. “The next step is understanding a feeling we want the fabrics to express; which is the feeling of comfort and ease. I think we've done a good job at combining inspiration and usability,” says Udairaj.

Zero-waste culture

Apart from being a theme in their designs, nature is also something that Urth Label deeply cares about. “We sit back and complain about so much around us - air quality, litter on the roads, landfills, etc., but we are the root cause of this. And I always knew that my brand will give back in some manner,” says Udairaj, talking about the inception of the brand. True to his initial vision, the brand recycles the waste that’s accumulated during the production process with the help of like-minded NGOs. 

UDAIRAJ ARORA, FOUNDER AND CEO OF URTH LABEL

“When I had the eureka moment to start Urth, I wanted it to inculcate an attitude of consciousness and make its products in an ethical fashion and do all it can to give back to support the world we live in.”

The paper and fabric waste created after designing cuts and patterns are bagged in a huge eco-friendly fabric bin. This is collected and recycled twice a month by Chintan Environmental Research and Action Group. The organisation works for environmental justice in partnership with people and groups from diverse sections of society.

EMBRACING ZERO-WASTE CULTURE

The brand recycles all the waste that’s accumulated during the production process, with the help of like-minded NGOs who are equally concerned about the planet.

Some of the waste is also recycled by making fabric buttons, straps, and tie-ups for the next collection. The brand is also working on creating a strict zero-waste culture amongst its entire staff. Says Udairaj, “Our next goal is to eliminate plastic from the workplace as much as possible. This would mean no straws. The employees will have to bring their own water bottles, and so on.” Their tailors and craftsmen have been requested to use carpool, take turns to ride, etc.

BACK TO BASICS

With its clothing line, the brand aims to reinvent classics and wardrobe essentials.

“Our next goal is to eliminate plastic from the workplace as much as possible. This would mean no straws. The employees will have to bring their own water bottles, and so on.”

Apart from recycling, Urth is also working towards creating a program for upcycling. The basic idea is to employ and train people who are in need of jobs but don’t have any particular skills. Under this plan, the brand aims to use their fabric waste to create different types of upcycled goods. With the help of Chintan Environmental Research and Action Group, Urth has put its foot in the door by creating green jobs for women. They not only teach women to use sewing machines but also to utilise waste efficiently by making belts, pouches, etc. Caroline conducts training classes twice a week, and the products made are put to sale, thus creating revenue opportunities for them. Furthermore, Urth will soon also be using a part of their waste as raw materials for art and craft workshops to teach kids the importance of caring for the planet.

RECYCLING TO UPCYCLING

Urth is planning to train people who are in need of jobs, but don’t have any particular skills. Under this plan, the brand aims to use its fabric waste to create various upcycled goods.

You can explore Urth’s collection on their website and know more about them through their Instagram account.