Indian leading fashion e-commerce company, Myntra and leading global sustainable fibre brand Lenzing EcoVero, have collaborated for a year. This agreement has enabled Myntra's in-house fashion labels to sell viscose apparel produced mostly of Lenzing EcoVero branded specialised viscose fibre, an ecologically responsible viscose, as part of Myntra's aim to source responsibly.

DressBerry, Roadster Life & Co., Sangria, Anouk, Sztori, Ether, and Mast & Harbour are among the brands that have used a mix of Lenzing EcoVero fibre in their garments.

As a result of this partnership and Myntra's commitment to source responsibly, the use of sustainable viscose fibres in Myntra's women's wear, western wear, and ethnic wear categories has increased by 20% in the previous year. This is a step toward using fibre sources that have fewer environmental and social impacts. Because of the partnership, items that were previously produced of standard viscose are now created with 60% Lenzing EcoVero viscose fibre, resulting in a decrease in the carbon footprint of 670 tonnes and water use of 4.2 million litres in the last year. Since the start of this partnership, last year Myntra has seen a 25% growth in the number of units of products created with Lenzing EcoVero fibre.

Manohar Kamath, CXO and chief - Myntra Fashion Brands, Myntra, said that as a business devoted to a sustainable future, they are glad to have partnered for a year with Lenzing, which has reinforced their efforts in the direction of sustainable sourcing standards. This transition has resulted in a good shift toward sustainable living, and as a brand, they want to leverage such relationships to further their commitment and efforts, which will be fueled by a growing base of conscientious consumers.

Myntra is also raising awareness about sustainable viscose yarns among its in-house brands and sourcing teams in order to speed up the adoption of sustainable materials by companies. This allows Myntra to go even further in its environmental commitment, while also contributing to the Flipkart Group's commitment, as part of its partnership with Canopy, to purchase man-made cellulosic products that contain a minimum of 50% innovative fibre sources, as well as Lenzing's vision of net zero carbon emissions by 2050.

S. Jayaraman, senior commercial director, Lenzing Fibers AMEA & NEA, said that the Lenzing Group has a reputation for providing cutting-edge, environmentally friendly textile solutions. The one-year anniversary of their collaboration with Myntra is a powerful testament to the Indian market's commitment to sustainable design. The success here demonstrates the potential for environmentally friendly components like Lenzing EcoVero fibres, as well as how they can be made more accessible to local customers. The growth of this partnership has opened doors to making ethical fashion more mainstream.

This specialised viscose fibre from Lenzing EcoVero has been awarded the EU Ecolabel, which is given to products and services that exceed high sustainability requirements throughout their life cycle and are tailored to a sustainable lifestyle.

Myntra's path to sustainability has been distinguished by a concerted effort to have a beneficial impact on the environment. Myntra has made considerable inroads in its commitment to establishing a greener organisation, including investments in a 100% plastic-free packaging supply chain and the use of solar power. Myntra has also partnered with Canopy, a non-profit environmental organisation, to ensure that the packaging used does not fuel deforestation by scaling packaging made from recycled and alternative materials, as well as partnering with the Better Cotton Initiative towards sustainable sourcing.

In addition, the firm offers thousands of designs from over 90 labels through 'Myntra For Earth,' a dedicated store delivering conscious collection on the Myntra app, to clients seeking ethically and consciously created fashion, lifestyle, and beauty products. The collaboration with Lenzing is yet another significant step forward in this path.