Verandah, an Indian luxury beach and resort wear brand, achieved the prestigious Butterfly Mark Certification from Positive Luxury, showcasing their commitment to sustainability and global standards
Butterfly Mark Certification is an initiative by UK-based Positive Luxury, is awarded to brands that contribute to the future of the planet by meeting higher and higher standards of sustainability. No wonder it was a proud moment for the Indian luxury brand Verandah, a popular beach and resort wear brand when it joined the ranks of some of the best brands like, Louis Vuitton, Christian Dior among others.
The founder of the brand, Anjali Patel Mehra had no idea where her brand stood in terms of global standards of sustainability, when Positive Luxury approached her in 2017, to go for an assessment for the certification. The assessment was not easy as it included labour policies, alignment with the United Nations Sustainable Development Goals (UNSDG’s), energy usage, waste management etc.
The documentation included fabric testing certificatesfor biodegradability, proof of vendor sustainability, yarn usage, monthly garbage, water and electricity usage bills, carbon-neutral shipping offsets, besides producing the photographic evidence.
The assessment is done every two years after receiving the certification. Anjali is already focussing on improving her scores and incorporating best practices as she moves forward in that direction. She is all set to launch her spring summer collection, Anjunna and Parra, soon. The names are taken after two villages in Goa here she spent most of her time during lockdown. Anjali wants to share the beauty of Goan beaches and its architectural marvels through her latest collection.
Owing to the fast-changing fashion trends today, brands are producing garments on a large scale, some of which are made of nylon or polyester that increases pollution in the long run. Studies reveal that only 12% of the material used for making clothes is recyclable and the rest ends up in landfills.
Butterfly Mark certification is thus a major step towards attaining sustainable goals worldwide. Veranda’s sustainability strides have made a mark for Indian fashion on the global stage.
