Pranisha Karuturi, By Pranisha

By Pranisha is a sustainable clothing brand where each garment is made out of used materials and clothing. According to an article featured in the National Library of Medicine, the U.S. alone generated 14 million tons of textile waste with only 2.5 million tons being recycled in 2018. Textile production is the worlds second most polluting industry accounting for 1.2 billion tons of greenhouse gas emissions. In addition to this, fast fashion has accelerated the creation of new garments since the year 2000 by 400%. The quickening trend cycles have led to both an increase of discarded clothing and an increase of production and consumption in an attempt to keep up with the current styles. While used clothing shops have reduced clothing in landfills, according to the National Institute of Standards and Technology, only 20% of donated used clothing gets purchased by Americans. Unfortunately, the remaining 80% go to factories to get reprocessed, sent to developing countries to be sold, or sent to the landfill. All of which create more carbon emissions.

The fabric used in each garment By Pranisha is first purchased and sourced from used clothing stores, then thoroughly sanitized, subsequently taken apart, and lastly repurposed into trendy, and modern garments. In a world where shorter and shorter trend cycles have led to over-consumption culture, By Pranisha plays a part to reduce the production of textiles while providing “new” modern clothing.