Friends of GRASS
I always like to have at least one shirt from GRASS in my cupboard. The cotton so soft and comforting it feels like they were made for me. They are both smart and comfortable and that is what I love about Gitika’s clothes!
GRASS makes me feel like spring. It is clothing that surrounds me with light and effervescence, like a bubble of pure joy. The fabrics are a second skin and the styles reflect my moods…
Love the simplicity in design combined with the combination of colours that Gitika’s designs offer. Its unusual and stands out from the ordinary. Looking forward to the new collection :)
As fresh as the smell of newly cut grass, each garment by GRASS stands out in its simplicity, clean lines and attention to detail.
Our sustainability practices
By taking inspiration from traditional cultures and by letting modern sensibilities decide the cuts and angles, we get a perfect blend of the old and the new. These modern versions are timeless. This is the practice of slow fashion. GRASS is a newer brand, but Gitika has been practicing slow fashion since 1998 – long before the term was coined.
Use of only biodegradable cotton fibre
Microfibers are tiny strands of plastic that shed off synthetic fabrics like polyester, rayon and nylon. Each time you wash your clothes in a washing machine, millions of microfibers are released into the water system and make their way into the oceans. We use only cotton which takes 1 to 6 months to decompose.
We hold minimal inventory
We understand that you have got used to giants like Amazon and Myntra supplying goods within hours. But do you know that this can happen only because they insist on brands holding huge quantities of ready stock. Do you know that a lot of the stocks don't sell and they are then burnt, put into landfills or then dumped in the seas. The fashion industry is one of the highest contributors to polluting the earth. \nWe take 3-4 days to make and ship your orders. That's all the time you need to wait if you want to contribute towards environmental well being.
Firstly we ensure that the dyes used by us give you garments that look good for a long time. However at some point, they will fade and for that, we extend the service of re-dyeing it for you. As the first circular fashion brand of India, we are committed to a long life of your GRASS clothes.
Khadi & other handcraft processes
We love Khadi and our traditional craft techniques of hand printing and hand embroideries. Gitika has been working with these from the time she started her design company in 1998. She is known to have transformed Chikankari into a very modern form with her other premium brands that she sells abroad. This is our contribution to the sustenance of age old traditions and hand techniques.