What they make:
Tops, T-shirts, Shirts, Pants, Dresses, Saris, Suits, Baby onesies, Swaddles, Upcycled accessories.
Where to buy:
Online: www.lovetheworldtoday.in and Etsy store
Offline: No Nasties, Goa; Go Native, Bangalore; One Twelve, Hyderabad; Green Bell, Mumbai; Peekaboo Patterns, Chennai
Founded in 2015, by sisters Dipti Daryanani Ahuja and Dipna Daryanani, Love The World Today (LTWT) is a brand steeped in mindfulness. With sustainability for the planet, people and processes at its core, the brand uses handwoven fabrics to create high-quality clothing for children. LTWT was born shortly after Dipti became a parent, and realised there were so few conscious clothing options for children. So even as she either picked secondhand clothing or bought clothes that would last long enough to be handed down to others, she and Dipna began working on a way to fill this glaring gap in the market.
The Daryanani sisters have channelled their memories of a happy childhood to infuse Love The World Today with a happy, easy vibe, making their clothes attractive to not just the parents but also to the children, who it affords the luxury to skip, run, dance, somersault–do all the things that children must, all while looking smart. Over the years, they have created a brand that allows them and their customers to show their love for the world today, to create a better tomorrow. And to help imbue in the little wearers of their clothing a care about the little big things in life.
PRETTY FOR
THE PLANET
4.5/5
The heart of Love The World Today is the idea of slowing down. Life, but especially childhood, through considered clothing choices. They launch only two to four collections a year, depending on progress of inventory and consumer demand. And they produce between 100 and 500 units a month, depending on orders received. The collections are designed to be timeless, so a new launch doesn’t make the old one seem out of vogue. The fabric is usually back calculated and then made, for these small batch productions. So the likelihood of leftover stock is very low.
All fabrics used by LTWT are either organic or handwoven, which makes it more energy-efficient. These textiles are all crafted by artisans and weavers from across the country, to create clothing in an environmentally-responsible way. They use low-impact, natural dyes, reducing residual waste. Even though the brand itself is not at a certifiable scale, they make sure to work with partners who are certified. Their organic cotton is GOTS certified, and some of their handwoven textiles from West Bengal are eco-certified. LTWT also works with deadstock fabrics and they upcycle their offcuts into accessories and tassels for garments. Cotton laces and hand embroidery are their trims of choice.
At LTWT, clothes are designed to last, with a focus on details that accommodate frequent growth spurts. This is critical to sustainability, as the average child outgrows their clothes every six months. According to one report, more than 183 million pieces of kids’ clothing finds their way to landfill every year. Solutions like versatile silhouettes, appropriately-positioned elastics, extra buttons and tie-ups help increase the lifespan of a garment, and LTWT is tapping into these effectively. Details like the French seam finish and high-quality fabric ensure the garments stay in circulation longer. The brand also has a resell programme on their website, powered by Relove, since January of 2022. However, LTWT has long had a take-back programme, through which customers can send outgrown clothes back to the brand. The good ones are then donated and the not-so-good ones are upcycled to make something new.
LTWT is a tag-free brand (except for the stock sent to retail stockists), and their packaging is plastic-free. The garments are put in a reusable fabric tote made from upcycled hotel linen, and then put into a paper envelope for courier. They have also tied up with Ecovia for returnable courier bags made from recycled plastic. LTWT charges a shipping fee and has a strict no-return policy, to encourage customers to make more mindful shopping decisions. Now that’s a big win for the planet!
PRETTY FOR
THE PEOPLE
5/5
Love The World Today places sustainability within a social and cultural purview, as well, given our rich textile heritage. They work directly with artisans and weavers from across the country. The handwoven textiles are sourced from West Bengal, Gujarat and Madhya Pradesh and the handblock printing is done in Rajasthan. Over the last few years, they have consistently worked with the same artisanal groups to ensure sustained income for them. Something the brand was able to do even during the pandemic. The remuneration to the artisans is computed basis the fee or value assigned to a piece of fabric by the artisans themselves. LTWT ensures payments are made on time and negotiations, if any, are rationalised.
The clothing is designed and crafted at LTWT’s in-house manufacturing facility in Mumbai. The brand prioritizes an environment that is clean, well-lit and safe. The nine people who work at the manufacturing facility are paid fair wages, and work a 5-day week, without exception. They do not work overtime and no shipments are dispatched out of hours, or over the weekend. While there are no employee benefit schemes in place, as of now, it is part of the brand’s long-term vision. All employees are entitled to 15 days of paid leave, post confirmation.
LTWT values transparency, especially when it comes to the people who make their clothes. They believe it is vital to share with their customers where the fabrics are made, by whom and how. The brand’s social media feed is replete with behind-the-scenes glimpses, allowing you to put names and faces to your clothes. The Daryanani sisters also make sure they share with the artisans and weavers what gets made out of their creations, and who wears them. Well, what can we say, we love a brand with commitment to artisans and workers!
PRETTY FOR
YOU
4/5
From newborn onesies and swaddles to gorgeous yet functional occasion wear (think light-as-air lehengas with pockets) and even playwear, Love The World Today has something for every kid up to 12. No matter what their personality! And clearly, the parents and kids who buy from them, love not just the clothes but the brand as a whole. Over the years, Dipti and Dipna have nurtured a close relationship with their customers, building what can only be called a family. Their choice to use regular customers for their photoshoots, instead of professional models, has only helped to further build relatability.
For a long time, LTWT’s repertoire of adultwear was limited to a couple of dresses that would allow mums to twin with their daughters. But we’re delighted to note that most of their recent collections seem to have something for every family member. From XS to XL. Even though the brand has a no-return policy, to inhibit impulse buying, exchanges are possible.
But what we love most about LTWT is the kindness, beauty and joy they’re looking to foster in all the little lives they touch. Just take a look at the names of their collections: This Little Light of Mine, The Earth Laughs in Flowers, Majama… Love, laughter and happiness! These are clothes that let little ones be little.
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