70 brands partner with 'Myntra for Earth' to offer sustainable fashion

Nearly 62% visitors to the 'Myntra For Earth' store are women, with metro cities contributing about 40% of the overall visits to the store

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The key pillars for this initiative are handloom and handcrafted, organic, natural-dyed, recyclable and eco-friendly, vegan, and cruelty-free (Photo: Reuters)

BS Reporter Bengaluru

2 min read Last Updated : Jun 02 2021 | 5:35 PM IST

Online fashion retailer Myntra said its initiative to enable customers with the choice to adopt and shop sustainable fashion and lifestyle, through its dedicated, ‘Myntra for Earth’ store, is attracting both brands and consumers alike.

About 70 leading fashion and lifestyle brands have partnered with the Walmart-owned Myntra over the past six months to offer over 5,500 styles to customers in its sustainable store. The store offers an immersive and engaging shopping experience for truly ‘sustainability-inclined’ conscious shoppers.

“The cause of sustainable and environment-friendly methods and products that are gaining widespread recognition across spheres,” said Ayyappan Rajagopal, chief business officer Myntra.