Award-winning ethical lifestyle brand, Dilli Grey
Winner of the 2019 'Best Ethical Brand' in the Good Web Guide Awards
We are slow-fashion champions. Contemporary, trend-led design is pivotal to the Dilli Grey aesthetic but creating throw-away fashion is not our style. We are conditioned to think that ‘precision, exact replication, volume, speed’ are all the best ways to create fashion – that efficiency is king. Yet what happens when we slow that process down, who benefits? What can we learn? What beauty can be captured in the organic nature of truly handmade designs? These are questions we want to explore. We are constantly reviewing, refining and improving how we work in a sustainable and conscious way.
We create a considered, capsule collection of designs each season; we would rather you invested in a few pieces you loved than in vast volumes that will be tomorrow's landfill. We do not re-design, for re-designing sake. Once we feel we have perfect the dreamiest white maxi dress, or the comfiest pair of pyjamas bottoms, we will simply re-fresh it each season in a new colourway. It's all about getting off the 'fast fashion' treadmill of 'new, new, new' and think 'how can this be beautiful, and last?'
By producing smaller collections it means we often sell-out, rather than having to heavily discount all our end of season surplus, which encourages the 'throwaway fashion mentality'.
We're not perfect but we are making these issues a priority - which is how progress can be made.
Steps we have made:
All our bags in-store are created for us by hand in Jaipur, using the remnants from the fabric industry to make cotton paper.
We remove all unnecessary plastic packaging when we post out orders. By 2020 all our packaging will be plastic-free.
We reuse remnants from the production of our hand-block printed sleepwear and accessories to create journals, patchwork quilts and small cotton accessories to minimise wastage.
We ship by sea from India to reduce our carbon footprint.
In store our aim is to go paper-free - our first step is to offer digital receipts with purchases.