A Tale of our Fabrics
                     A tale of our fabrics
“Textile industry uses 8000 chemicals on average to colour and produce 
fabrics. The  cotton fibre is known as ‘Dirtiest Crop’ with 55% pesticide 
sprayed on cotton.”
We had a question as we graduated from the National Institute of Fashion 
Technology  NIFT, Bengaluru. “On a finished garment, can washing eliminate 
pesticides sprayed on  cotton and heavy metals used in colourant 
treatment?”
Puzzled by the above thought we started our research in this area. Today we 
are proud  to say that - PureCloth fabrics are not just good on the skin while 
in use but good for the  planet & people while in-making and after-use too. 
Here we share a few insights on how  we create value at every stage of our 
supply chain from fibre-dye-fabric.
RAINFED ORGANIC COTTON
Trusted & safe: A thoughtful supply chain starts at the source. In 2017, we 
made a  commitment to work only with rainfed organic cotton. Organic 
cotton farming does not  use toxic chemicals or GMO (Genetically Modified 
Organisms) seeds. Instead, it  combines tradition, innovation, and science.
We source kala cotton, one of the few genetically pure cotton species 
remaining in India  and grown locally around districts of Kutch. We visit and 
verify farm-level certificates  from each party along with the chain to ensure 
they meet the standards required.
Quality: With India growing a wide range of organic cotton and 
multiple suppliers  involved, finding the right vendor was a major 
decision for the brand.
From contacting 100+ vendors across India, reviewing many swatch 
books, and
incorporating guidance from expert textile engineers in the field; a staple 
length between  30-45mm matched our characteristics in terms of feel, 
strength, and durability. Our  fibres are well-suited for kidswear.
The cotton uses rainfed water and natural fertilisers thereby 
eliminating the  consumption of non-renewable resources.
NATURAL DYES
We stayed at Khadi Collective, Karnataka, to explore the use of dyes and colour 
fixing using the  natural products available locally. Just using organic cotton does not 
make the finished garment
chemical free or non-toxic. All our organic fabric dresses use only natural or herbal 
colours while  dying or printing thereby eliminating the consumption of non-
renewable resources.
With chromium and copper, red-listed under eco-regulations, PureCloth ensures the 
natural  dyes are only moderated with alum. Being a responsible brand our natural 
dyers are transparent  disclosing all the mordants information.
We source from a group of artisans across India for whom the skill of dyeing has 
been passed  down from generation to generation.
HANDWOVEN
Ultimately the success of our fabrics depended on how soft it was on baby skin. 
We do not do  softening as it involves chemical processes.
We adopted handwoven fabrics, since the physical process of the weaving and 
handling of the  fabric itself makes the feel soft and luxurious & not by chemicals.
Finally, the type of weave has a story of an artisan behind it, and it gives a 
premium look and  feels. We would like to take this opportunity to thank our 
weavers to experiment with us on  various weave structures to meet our high-
quality standards. The result of this interesting  variation is what makes our fabric 
stand out and distinctly different in terms of its premium feel,  texture, and look.
We work with weavers across India based on the theme and story behind each of 
our designs!
This process uses handlooms instead of power looms thereby eliminating 
any use of  non-renewable resources.