Latest news with #ConsciousCollection
Fashion Network
7 days ago
- Automotive
- Fashion Network
Royal Enfield Apparel expands rider-focused apparel offering with 'Conscious' line
Royal Enfield has expanded its sustainable apparel offering with the Conscious Collection, a clothing range designed under its Green Pursuit initiative. The new line is made with natural materials, furthering the brand's commitment to responsible craftsmanship and its ethos of 'Ride Green. Ride Pure.' The Conscious Collection is made using recycled materials, Himalayan grass, natural dyes and organic cotton, the brand announced in a press release. Available in four tones- beige from tea leaves, green from pomegranate rind, off-white from natural bio, and mauve from acacia catechu, the collection is built to reflect the colours of nature. Labels, tags, and packaging are crafted for reuse, with the latter doubling as travel pouches. 'The Green Pursuit is an initiative that focuses on giving back to the environment while continuing our pursuit of 'Pure Motorcycling',' said Royal Enfield's chief commercial officer Yadvinder Singh in a press release. 'With the Conscious Collection, we embrace intentional, purpose-driven craftsmanship… by reimagining [waste] into something new.' The collection features three fabric blends: a cotton and recycled cotton jersey knit, a recycled cotton-polyester pique, and a HimGra-based woven fabric. HimGra, a patented Himalayan grass fibre, is waterless and low-impact in production. Priced from Rs 1,600, the line is designed to reinforce Royal Enfield's approach to combining sustainability, function and style, while extending the brand's lifestyle offering beyond motorbikes.
Fast Company
09-05-2025
- Business
- Fast Company
Buying green won't save the planet: How some companies are bucking the trend of sustainable consumption
An irony of mainstream corporate sustainability efforts is that they focus significantly on the power of consumption. H&M promotes its ' Conscious Collection ' that uses organic cotton or recycled polyester. Samsung's ' Galaxy for the Planet ' showcases its use of recycled plastics in its devices and sustainable packaging. When companies advertise their products as sustainable, consumers frequently assume they can buy new items more frequently, making such moves paradoxically self-defeating. But these marketing ploys typically only focus on a selective element of a product's impact. The problem is that while each individual product may have less of an impact than what came before it, the increase in overall consumption mitigates any environmental savings, and so inherently perpetuates the cycle of consumption that's a root cause of today's environmental problems. Over the last half century and more, the environmental movement has gradually morphed into a consumer movement, with corporate messaging expertly shifting responsibility from systemic change to individual purchasing decisions.
