Abstract
Global fashion industry has bitterly evidenced the social and environmental implications associated with fast production cycles, overuse of resources, waste generation, environmental pollution and unethical labour conditions. Growing consumer awareness regarding social and environmental impacts of fashion products has led to create a new marketplace for sustainable and ethical products. This paper highlights craft practice as one of the potential avenues for achieving sustainability within the fashion industry. Through a case study drawn from handloom industry, this paper explores a manufacturing approach that is committed to fair-trade principles and designed to prevent waste. We argue that this study reveals a business model that could positively contribute towards generating employment opportunities and sustainable household income for the rural community. We conclude the paper by highlighting that this type of a fair trade and environmentally conscious manufacturing process could address the three pillars of sustainability: social, economic and environment. Findings of the study invite manufacturers to revisit and redesign current fashion production systems, especially when waste and labour issues are hindering the sustainability.
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