Future Group affiliated store Mother Earth has launched another range of funky t-shirts made from Shop for Change Fair Trade certified cotton. The designs have been selected from the many entries received for the Green Tee competition initiated by Shop for Change in association with Mother Earth, which kickstarted on World Environment Day earlier this year. The three winning designs are available on black and white and are priced at Rs. 395.
The t-shirts have been recently launched at the brand`s Bangalore stores and will hit other retail points in Delhi, Kolkata, and Mumbai this week.
The mandate for the entries of this unique online competition was to submit stylish designs with a strong environmental message. From the plethora of entries received, three designs submitted by Shresha Rai, Vikram Chandrasekaran and Abhilash KV were chosen for the new range. The fashionable designs are a depiction of today’s youth and their call to protect our eco-system.
The new Mother Earth collection is certified according to Shop for Change Fair Trade standards, which ensure that cotton farmers receive a fair deal for their produce and care for the environment. The cotton for these t-shirts has been sourced from the farmers of Chetna Organic Agriculture Producer Company.
Shop for Change Fair Trade, a `not-for-profit` organization builds on successful international models of fair trade certification and was established by Traidcraft Exchange (UK) and International Resources for Fairer Trade (India). The company is funded by the European Union and Dutch Foundations ICCO and Hivos.
Future Group, together with Bangalore-based Industree, started Mother Earth stores which focus on selling products that are environmentally and socially sustainable. The first of these stores opened in Bangalore. The product offerings include jeans, tees, ready-to-eat foods and fabrics, all of which are organic. The stores also have e-waste recycling kiosk, which will be managed by another Bangalore-based green startup Daily Dump. Mother Earth intends to open 40 stores all over India in the next five years. Future Group holds 43 % of the stake in the venture.
