GENERATION is tirelessly working towards making its operations sustainable and is fully dedicated to the cause of Environmental conservation. We realize the urgency of the matter and have vowed to take certain steps to minimize our carbon footprint on the environment. It’s a long road but hey, baby steps!
GENERATION’s design philosophy exudes the idea of timeless style in order to promote slow fashion. While the COTTAGE line is dedicated towards reviving indigenous crafts and providing employment to rural women, the brand’s other lines too are moving towards a model of sustainability, creating clothing that doesn’t lose its appeal with time.
Our clothes can be worn repeatedly over many years without going out of style. A lot of our loyal customers love to tell us how they have been holding on to their GEN pieces for decades.
For starters, a vast majority of our styles are 100% cotton and there is minimal use of polyester and synthetic fabrics. When GENERATION was born, polyester garments were rife in the market, and that’s what was special about GENERATION from day 1, that it brought about the revival of cotton. Pakistan is a cotton rich country and all our cotton is locally sourced, availing the resources of this agriculturally rich country. Cotton has from the beginning defined GENERATION.
The band is also taking conscious steps to engage with vendors who are ethically responsible – checking our suppliers and mills for their green practices. We are also air drying our clothes rather than using faster and harmful techniques.
A huge chunk of our leftover/waste fabric is recycled – the rest is made into fabric bags to be used as an alternative to plastic bags. For now, biodegradable plastic bags are used in all the stores and we are also planning on using other recyclable products in place of biodegradable plastic bags.
The ReGENerate line is committed towards repurposing fabric cutting waste at the factory into making useful and beautiful accessories including masks, bags, scrunchies, cases and more.Our unsold stitched and leftover unstitched fabric along with defected pieces goes to our factory outlet where it is sold at a discounted price. Our trims and tiny fabrics such as leftovers from over locking are sold to mills that later recycle them into spools of thread. Nothing is wasted!
The brand also strives to spread awareness towards environmental causes through its fashion campaigns released usually in Autumn In congruence to Lahore’s smog season. “Sohni Dharti” of 2018 brought the issues of air pollution, water scarcity and deforestation to light, while the “Lifafa urra” of 2019 focused on the perils of single use plastics.
We are placing segregated waste bins in our studio to promote responsible waste disposal. We are also minimizing the use of one-time plastic at our shoots.
We also make it a point to create awareness for the masses through our campaigns. We have more than 250 trees in our HQ in an attempt to neutralize our carbon footprint. GENERATION is a firm believer in the concept of urban forestation in order to increase tree cover in our cities and has pledged a part of its factory land for an urban forest to be planted.
At the operations level, GENERATION is committed towards drastically reducing if not completely eliminating the use of single-use plastics at its production until as well as its stores by the end of the current year. With a ban of single use plastics in place at the studio, as well as campaign shoots. GENERATION also does limited runs of reusable fabric bags made of cutting waste to be given as shopping bags to the customers on a first come first serve basis.
Baby steps are all it takes to begin a huge movement! We are in the process of collaborating with environmental scientists and expert international organizations to measure our carbon footprint and provide strategic solutions to cut down our carbon emissions and become a more environmentally conscious entity, hoping that one day, GENERATION will become a carbon neutral organization.