“I am Shruti Rawal, a Fashion Design graduate from the National Institute of Fashion Technology. The fashion industry is the second largest polluting industry in the world. Having always been an eco-conscious person, I wanted to provide a sustainable solution. This led to the birth of Ewoke, a House of Conscious Clothing. As a designer, I believe the responsibility to integrate good design, functionality, and sustainability rests on me.
During my final year project in college, I designed a collection using scraps and discarded textiles from designers in Hyderabad. Winning the Best Design Collection Award fueled my passion for sustainability, prompting me to delve into recycling and its global promotion. Discovering the significant environmental impacts of the Fashion Industry intensified my resolve to combat climate change through my designs. At Ewoke, our mission is clear: to spearhead the Green Movement in Hyderabad and India at large, setting an example for the world.
We prioritize sustainability at every step of our process. From using fabrics like Hemp, Bemberg™, and Tencel™ to reduce water usage and reliance on virgin materials, to employing trims made of shell, wood, or other natural materials, every aspect of our clothing is consciously crafted. For instance, a Hemp shirt saves about 2500 liters of water compared to cotton. Even our packaging is 100% plastic-free, aligning with our commitment to environmental responsibility.
Hyderabad’s growing global prominence underscores the urgency for us, as a city, to lead sustainable practices in the fashion industry and beyond. Our supply chain is meticulously designed for end-to-end sustainability, reflecting our dedication to creating a brighter, greener future.
While luxury and apparel industries thrive globally, it’s crucial to prioritize conscious consumption. So we certainly stepped into creating ecoconsciousness through Ewoke.
The pandemic allowed us to aid frontline workers by donating masks made of Hemp fabric, breathable and comfortable in the summer heat. Additionally, I participated in the UN Women Disruptor Program in 2021 and the Goldman Sachs 10k Women Program in 2023. Our styles have graced platforms like LBB and adorned celebrities like Sania Mirza and Avika Gor. We’ve also designed outfits for movies like Hi Nana and OTT shows like Dhootha.
Challenges persist, including high returns in e-commerce and excessive packaging. However, our dedication to sustainability remains unwavering. As women increasingly influence lifestyle choices and fashion trends, their role in driving eco-consciousness is vital.
To those seeking sustainable shopping, remember to check product labels, minimize washing and dry cleaning, and opt for versatile styles.
Let’s make fashion statements with eco-consciousness at the forefront, becoming Ewoke Fashionistas leading the charge for a greener future, leaving a legacy of hope and renewal for generations to come.”