Read our review.
What they make:
Baby rompers, girls cotton dresses, kids clothes, hair accessories and newborn gift hampers.
Where to buy (online): Purecloth.co
Where to buy (offline): Go Native 5 Stores,Bangalore, Big Little People, Bangalore, BumShum - Bangalore, Paper Boat, Bangalore, Paper Boat, Goa, Bate-Papo, Goa, Little Rainbow, Kochi, One12, Hyderabad
Launched in 2020, by Nandini BS and Dhiju KM, Purecloth.co is a Bangalore-based brand that’s reinventing kids clothing. Founded on the principle of ‘sustainability meets growth’, the brand uses organic fabrics to create long-lasting clothes that grow with your child, helping parents save money, while also protecting the planet’s resources.
PRETTY FOR
THE PLANET
4/5
Purecloth.co is on a mission: To create a sustainable future for children, one garment at a time! As the name suggests, the brand only works with natural, organic, biodegradable fibres, to lower their environmental impact. The rain-fed cotton is sourced directly from farms that have the required certifications in place. Unfortunately, the premium cost of 100% organic and handwoven cotton was driving costs too high for viability, and so, the brand has moved to using a blend of 70% virgin cotton and 30% other materials, including Chanderi silk and some powerloom cotton. They use cotton threads for their hand embroideries, and the majority of their fabric continues to be handwoven by artisans. The silk for their collection is sourced directly from co-operative societies that enable small-scale production. And they collaborate with Namda artisans for their felt wool toy collection, ensuring the wool is sourced responsibly.
Purecloth.co prioritizes natural and sustainable materials, in other aspects of their design, too, by using wooden or natural pearl buttons. They ensure their zippers are high-quality, for durability and longevity. They employ energy-efficient, zero-waste production methods, minimizing their carbon footprint. Whatever waste is generated, during the production, is upcycled into quirky accessories. Plus, their packaging is 100% plastic-free.
But what really sets Purecloth.co apart are their ‘Grow with me’ clothes, which are designed to be adjustable, so they can continue to fit your child, even as they grow older and taller. They manufacture between 1,000 and 5,000 units, across collections, a year. These units are mostly made-to-order, so there is minimal leftover stock. Nothing is ever pulled off shelves, rather leftover pieces from in-store collections are put on sale, to ensure minimal wastage. Purecloth.co is currently working on a take-back programme, which will allow customers to return their used garments to the brand, so they can be recycled into new yarn for a brand new product, thereby making the brand truly circular. We can’t wait for that to happen!.
PRETTY FOR
THE PEOPLE
4/5
Purecloth.co prioritises the people who make their clothes and, as our review found, are very transparent about their operations. They diligently vet the manufacturing units they collaborate with, on employment conditions and wage policies. While their internal team comprises only 10 people, they outsource production to two external manufacturing units: A smaller facility with 5 skilled workers, and a larger one with over 30 workers. In addition, the brand has trained 12 local women who produce their accessories and small upcycled products, as part of their community outreach, which aims to empower and uplift the local communities, economically.
Purecloth.co fosters a supportive and understanding work environment by providing a flexible leave policy. Their team works a five-day week, and gets all public holidays off. They also get an additional two leaves per month, which they are at full liberty to claim as per their needs and likes. The brand also offers various training initiatives, remote work, and flexi hours. In fact, Purecloth.co’s community support model is based on the premise that the women artisans work from home, helping them balance their personal commitments with their work.
Purecloth.co has a balanced and direct approach while procuring materials for their production, by sourcing 50% locally and the rest from across India–usually, directly from the weavers. From the intricate Ikat of Andhra Pradesh to the luxurious Banarasi silks of Varanasi and even the popular Kantha stitch embroidery from Odisha, the brand works with a variety of crafts, produced by the indigenous craftspeople. Their wool is sourced from the Namda artisans and the silk directly from the co-operatives, reducing the middlemen and directly supporting the local economies.
PRETTY FOR
YOU
3.5/5
Purecloth.co caters to kidswear from newborns to 12-year-olds. From frilly frocks and polka dot dresses to adorable rompers and festive kidswear, the brand covers quite a few of your kids’ needs, though we wish they had some more play clothes. They also offer mindfully-curated and -produced newborn gift hampers. But what we love most is their collection of detachable collars that can be used to switch up a single dress for multiple occasions. They offer pre-tested, exclusively handwoven and naturally-dyed options for infants. Some of the clothes for older kids are made with a mix of handwoven and powerloom fabrics, but with eco-friendly dyes. They pride themselves on using high-quality products, minimising customer returns.
By moving beyond basic essentials and offering high-quality stylish clothing options that are sustainable and modern, Purecloth.co is focused on filling a significant gap in the children’s clothing market. Through smart and thoughtfully-constructed closures, the brand has a unique collection called ‘Grow with me’, where each outfit is designed to last 3x times longer, effortlessly adapting to a child’s growing body both in terms of length and breadth. In spite of their premium fabrics and well-considered designs, the garments are accessibly priced, below Rs 5,000, even for occasion wear.
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