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This year’s United Nations World Oceans Day, on 8 June 2022, will highlight the theme Revitalization: Collective Action for the Ocean. The ocean connects, sustains, and supports us all. Yet its health is at a tipping point and so is the well-being of all that depends on it. As the past years have shown us, we need to work together to create a new balance with the ocean that no longer depletes its bounty but instead restores its vibrancy and brings it new life.
Thankfully, man artists, designers and fashion houses are taking into account the irreparable damage that mass-produced products caused and are redirecting towards paving an environmentally conscious footprint.
Punah is one such brand revolving around the ideology of circularity, sustainability and fair trade. The label has been committed to upcycling and a zero-waste policy as a tool to promote sustainability since its conception.
“पुनः” roughly translates to ‘afresh’ which means - in a new or different way in Hindi. Its lustrous ensembles, which exude comfort and a chic element, are made from restored, repaired and upcycled fabrics with the help of artisans. With an open and interactive client service interface, Punah is for the people and doesn’t shy away from directly approaching its customers for input. Each piece represents a strong messaging that incorporates elements of textile handicrafts, motifs and an impactful messaging that seeks to add depth to your fashion choices.
The brand’s latest collection Corals Matter sheds light on the importance of preserving the marine ecosystem. Based on coral reefs and a call for conservation, the label emphasizes imparting awareness among its audience about the effects of climate change on coral reefs worldwide and the impact of coral bleaching.
The collection comprises coral applique artwork, hoops and custom embroidered jackets that feature unique designs churned out of denim scraps. The design and coral of every coral reef artwork will differ depending on the selected jacket, hence becoming a personalized piece of art worth buying.
The label has joined hands with a non-profit organization called ReefWatch to launch a fundraiser campaign in India this week. ReefWatch Marine Conservation is a not-for-profit organization, working on projects on the Andaman Islands, coastal Karnataka and Maharashtra.
Aiming to pledge a percentage of its profits towards the conservation of marine life, Punah prioritizes minimal environmental impact, conscious fashion, and ethical consumption.
View the label here.
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