India's premier luxury lifestyle women's magazine
Verve People
November 17, 2009

Green Goes The Tee

Text by Supriya Nair. Photograph by Akshay Kulkarni

Nidhi Singh and Gaurav Gupta have designs on the casual staple

“One of the biggest reasons for farmers committing suicide is the debt trap they fall in because they need to buy chemical fertilizers and pesticides,” explains former fashion journalist and Climate Project volunteer Nidhi Singh, when asked about her ultra-funky 100 per cent organic tee-shirt line, indigreen. While switching to organic farming is expensive, it is the long term solution.” indigreen sources its organic cotton from such fair trade NGO’s and companies. Singh and partner Gaurav Gupta – a green entrepreneur knuckle-deep in sustainable enterprises – have succeeded in marrying our late obsession with all things self-referentially filmi with singularly hilarious but very Indian ‘go green’ messages woven into their limited edition premium organic cotton wear and hand-painted Bollywood theme posters. “A typical wearer of indigreen is a global citizen who wears what he or she believes,” they say. “Cares to look hot, save the planet, and save the day!” Like the screen superheroes who emblazon their unique designs, indigreen makes it all seem more than possible.

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