In today’s world, where environmental concerns are paramount, Something Sustainable (SOS) emerges as a beacon of hope in the fashion industry. Founded by Prernaa Lohiya, a first-generation woman entrepreneur, SOS distinguishes itself not only for its innovative designs but also for its commitment to creating eco-friendly, comfortable fashion without compromising the planet’s health.
The Journey of Prernaa Lohiya
From Passion to Profession
Prernaa Lohiya, born in Pune and raised in Mumbai, always had a flair for fashion. Her journey into the fashion world was shaped by hard work, passion, and a deep desire for excellence. Armed with a bachelor’s degree in Mass Media from Mumbai University and a master’s in Fashion Brand Management from Polimoda, Italy, Lohiya spent over a decade navigating the intricate world of fashion. She gained invaluable experience working with luxury brands across India, the UK, and Italy—an enviable career path that many aspire to follow.
The Birth of Something Sustainable
As a designer, Prernaa always felt that fashion is more than just clothing—it’s about storytelling, emotions, and reflecting societal values. Her passion for sustainability ignited during her tenure with a fast-fashion brand. “Fashion is one of the most polluting industries in the world,” she notes. This eye-opening revelation led her to rethink her actions and recognize her contributions to the industry’s environmental impact.
After extensive research into the fashion industry’s pitfalls, Prernaa identified a significant gap between fast fashion and sustainable alternatives. She realized that while ethical clothing existed, it often came with a hefty price tag, rendering it inaccessible to many consumers. This insight inspired her to launch SOS, with a vision of making sustainable fashion accessible to everyone—”to make better with less.”
The SOS Approach to Sustainable Fashion
1. Commitment to Eco-Friendly Materials
At the core of SOS’s philosophy is the commitment to using sustainable materials. The brand focuses on sourcing organic and recycled fabrics that have a minimal environmental footprint. This approach not only promotes ecological well-being but also ensures that consumers can enjoy stylish clothing without guilt.
2. Ethical Production Practices
SOS prides itself on ethical production practices. By collaborating with artisans and local craftsmen, Prernaa ensures fair wages and safe working conditions. This commitment helps create a positive impact on communities and empowers individuals, particularly women in the fashion industry.
3. Transparency in the Supply Chain
Transparency is crucial in building consumer trust. SOS is dedicated to providing detailed information about its supply chain, from sourcing materials to manufacturing processes. This openness allows customers to make informed choices and reinforces the brand’s commitment to ethical practices.
The Impact of Something Sustainable
1. Empowering Women in Fashion
Through its initiatives, SOS actively supports women artisans, fostering their skills and creativity. By promoting women’s empowerment in the fashion industry, the brand contributes to social change and economic stability in communities.
2. Raising Awareness on Sustainable Fashion
SOS doesn’t just sell products; it educates consumers about sustainability. Through its blog and social media platforms, the brand shares insights, tips, and stories that inspire individuals to embrace sustainable fashion choices.
3. Contributing to a Greener Future
By prioritizing sustainability, SOS significantly impacts the environment. The brand’s efforts to reduce waste and promote responsible consumption play a crucial role in combating climate change and preserving natural resources for future generations.
Prernaa Lohiya’s Vision for the Future
Prernaa Lohiya envisions a future where sustainable fashion is the norm rather than the exception. With increasing consumer awareness and demand for eco-friendly products, SOS is well-positioned to lead the charge in this evolving landscape. The brand’s focus on innovation, style, and sustainability will not only attract conscious consumers but also inspire others in the industry to follow suit.
Conclusion
Something Sustainable (SOS) is more than just a fashion brand; it embodies a movement towards responsible consumerism and ecological mindfulness. Through Prernaa Lohiya’s visionary leadership, SOS is redefining the fashion narrative, proving that style and sustainability can coexist. By choosing SOS, consumers are not only investing in quality and aesthetics but also contributing to the well-being of our planet.
Source: Online Content – Photo – Platform Mag – edited by BharatiyaMedia.
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