About us:
Pretty As You Please brings into the mainstream conversations that can help make fashion prettier for the planet and for the people who make our clothes. With an online magazine and India’s first sustainable fashion podcast, we’re bringing to you the evolving conversation around sustainability in fashion, while keeping it fun.
Sustainability is a journey—there’s always more to do, but there’s a bare minimum we must do. If we were to stop buying clothes, completely, an entire industry would collapse, affecting lives and livelihoods and allied industries, like agriculture, too. And that wouldn’t exactly be sustainable, would it?
At Pretty As You Please, we review fashion brands that claim to be sustainable, in part or in entirety. Brands are rated on their transparency, their impact on the environment, their relationship with the community they operate within, and what they offer to the consumer, in terms of design as well as service. Our robust rating system has been developed in consultation with industry as well as environmental experts, and adapted to suit the Indian manufacturing ecosystem and market.
Why we do what we do:
Conscious, ethical, mindful fashion habits may sound like a no-brainer, but it isn’t always that simple. According to the McKinsey State of Fashion 2022 report, two out of three consumers want to buy sustainably and are willing to spend extra for the eco-friendliness of their clothes. But most Indian consumers we’ve surveyed, don’t know where to buy from. We’re here to fill in the gaps for them. To help them find ways around mindless buying, and to guide them on where to buy from.
Pretty As You Please had been a long time in the making, but it finally started to take shape in 2020, when Prerna reached out to Rishika, to ask if she would help give shape to a pipe dream. Rishika was only too thrilled, and in a span of months, they’d put together a skeleton site and their team had expanded to three. With Navmalika on board, they finally went live in March of 2021. The team have slowly but surely been building their way through, and have now grown to a size of 4, plus 3 consultants.
Basically, we’re a bunch of people who love our clothes. We also love the planet and care for others who live on it. And we love to talk—some of us have made longstanding careers of it!
Through our magazine, we’re here to fill in the gaps. To help find ways around mindless buying. Through Talking Pretty, our podcast, and our main magazine section, we’re taking you through important conversations, while keeping it simple. The Green Guide is literally that—a guide on materials and hacks for a more eco-friendly style. Kids’ Corner is your segue into eco parenting and our Sustainable Fashion Edit is a curation of brands, verified, rated and reviewed by us, using our rating system, another first of its kind, unique to the Indian market.
