Circular Fashion at PureCloth.co
                     Circular Fashion at PureCloth.co
PureCloth.co was started in 2017 when we learnt how things were made in 
the fashion  industry. We witnessed the materials taken out of our mother 
earth, to make products
that are beautiful, but these products were under-utilized. We started 
thinking about how  can we design without depleting the earth and its 
resources; Explored various business  models to ensure safe materials 
circulate back into our eco-system.
Purecloth.co circularity in a nutshell.
1. 100% Rainfed Organic Cotton.
2. Locally made.
3. Designed for extended use.
4. Eliminates waste during production.
5. Recycled and plastic-free packaging.
Made from safe, & recycled raw materials using renewable inputs
Rainfed Organic Cotton is the key material that goes into every fabric! For 
dying we use  only natural or herbal colours. This protects the health of 
people and preserves our  natural ecosystems by ensuring:
6. Our materials are free from hazardous substances.
7.Our production process and products do not discharge hazardous 
substances into  the environment.
“If we are going to keep materials flowing in commerce longer, we have to 
design them  to be safe for human and environmental systems, because we 
can’t change the  chemistry of products once we put them out in the 
world.” Michael Werner, Chemist,  Google states on the importance of safe 
material in a circular economy
Used More and More
Kids' clothes revolve around the “disposable culture” due to their inherit 
growth.
However, increasing the average number of times clothes are worn is the 
direct lever to  capture the value and design out waste and pollution. We 
address waste at different  stages of our product lifecycle:
1. Design Phase
Over the years, PureCloth.co has experimented with various patterns and 
construction  techniques that helped address the outgrowing challenge in 
kidswear. Our
“Grow-with-me” collections, feature extendable garments that grow along 
with the kids.
2. Production Phase
In our experience, up to 30% of the materials were found on the cutting 
floor after  production. At PureCloth.co we challenge our creative skills and 
combine different  shapes to either add it back as an embellishment into 
our outfits or upcycle them into  matching accessories.
“To waste is a choice! But the fact is, a circular economy exists for every 
unwanted or  unused material.”
3.Made to be made again.
We want clothes made at Purecloth.co to be used for an extended duration 
and  circulate in our eco-system. Closing the material loop is challenging. 
We found that  degraded quality and pilling is the most important challenge 
in working with recycled  fibres. Logistics needed for reverse pickup are 
expensive and further add to the carbon  emission. As we wait for the 
innovations to be available at scale, we at Purecloth.co  apply practical 
things such as:
4.To aid in product recyclability, we use monolithic materials that 
are easy to  disassemble!
5.Avoid chemicals and hazardous substances across the entire process chain 
to safely  return biological nutrients to the environment after use!
6. Packaging, labels & tags are minimised and made using recycled 
materials.
There is no ‘one size fits all’ solution when designing for a circular 
economy. We need  people, consumers and investors – who value these 
circular systems. Like our mother  nature, a balance can only be achieved 
when we all work together for a brighter, more  prosperous future.
This is a larger-than-life goal, but we believe “Together we can”.