Meet women who changed the way they shop, for you

Weddings are a time for extravagance, especially when you’re the bride. Six years ago, Madhushri Mudke found herself overwhelmed by her wedding — not because of hectic planning or family drama but the maximalism of it all. “I was stunned by the number of clothes — ordered, bought, gifted and exchanged. I decided then that I wouldn’t be buying any ethnic clothes and would only be recycling clothes that were passed down to me,” says Mudke, who is completing her doctoral research in conservation science and sustainability studies at the Bengaluru-based Ashoka Trust for Research in Ecology and the Environment (ATREE).She is one of a growing tribe of women turning a more critical eye towards shopping practices. While some practice minimalism, others rely on barter and hand-me-downs. WhatsApp forwards that position women as shopping-obsessed zombies be damned, these women are embracing minimalism as a lifestyle choice, one rooted in growing awareness and conversation about sustainability and the role individual action plays. medium95824059For Mudke, it’s not as if she doesn’t shop at all, but she takes a more intentional view on it — she adheres to the principles of aparigraha or modern-day minimalism. She became acquainted with the philosophy of non-possessiveness, non-greed and non-attachment and hasn’t looked back. “I buy cotton, slow-made clothes and organic dyes like indigo,” she says. “I avoid polyester or other artificially dyed or polymer-containing fabrics. I usually end up buying clothes from smaller vendors. I like to explore old, established markets where I can meet the artisans who made my clothes.” medium95842053Awareness about the environmental impact of various products has been the reason for the change in shopping habits for some. Back in 2015, Mumbai-based Himangi Kanodia had just learnt that palm-oil plantations were destroying rainforests and displacing baby orangutans from their homes, leading her to bin her palm oil-based toiletries. She even left her corporate career after watching documentaries on the consequences of extractive human activities. “I was inspired to choose responsibly what I buy based on need or utility, rather than wants or desires,” says Kanodia, a consultant helping non-profits and conscious brands communicate their message to their audiences. “This change in mindset influenced everything I consumed, including clothes. A minimalist lifestyle became a priority for me.”This lifestyle includes everything from DIYing clothes — she recently converted an old ethnic cotton skirt into an anarkali kurta, and an old western lace dress into a saree blouse — to taking up sewing. During the lockdown, her mother taught her to use a sewing machine and together they worked on some mini projects repurposing old fabrics into new designs. medium95842063She adds, “I only buy essential accessories like bags and sandals in neutral colours, rarely buy or wear jewellery. I change up my hair and makeup instead. My wardrobe only has 30 items. I donate unusable clothes.”There is a larger cultural trend at play here — just look at the rise of Instagram thrift stores in India. People are opting for a pre-worn piece that may be more unique and reflective of their personal style rather than buying the same run-of-the-mill pieces at the fast fashion chains most shop at. Similarly, there is a global movement called Buy Nothing, which encourages a minimal lifestyle that entails as little shopping as possible, instead encouraging bartering and repurposing. An India-based group called Buy Nothing Challenge on Facebook has 600 members sharing strategies for living a more frugal life. The sustainable nature of such choices only bolsters enthusiasm amid growing awareness of the environmental impact and labour practices associated with such brands.The Buy Nothing Project movement is beginning to blossom in India. Registered downloads of the app are growing in I… https://t.co/xfnDreuNs9— BuyNothing (@BuyNothing3) 1636368245000Mudte says when she feels like splurging on clothes, she just reminds herself about the footprint of the fashion industry. According to a McKinsey report, nearly three-fifths of all clothing ends up in incinerators or landfills within a year of being produced while more than 8% of global greenhouse-gas emissions are produced by the apparel and footwear industries.For those who want to make a change, there is the Indian tradition of hand-me-downs to look at for inspiration. Many of us have grown up in clothes passed down to us by older relatives, imbuing these clothes with a sense of legacy or sentimentality. Soumya Kori grew up this way as well, spending much of her childhood dressed in hand-me-downs from sisters and cousins. “Even though it was because of our financial situation, as I grew older, I continued to wear things my sister wore before me. Studying environmental science, I realised how much pressure one new piece of clothing puts on the planet,” explains Kori, who pursued a doctoral degree in environmental science. “When my grandmother passed away, my mother inherited most of her sarees and linen sheets, and my mother passed them on to me as she knows I don’t spend money on such things.” medium95842072As a new mom to a four-month-old baby, Kori wishes to pass down this anti-consumerist attitude to her child and the way he is raised. “I borrow clothes and toys for him from family and friends. I have not bought anything for my son since he was born,” she says. “Whenever anyone visits him, I ask them to get pre-loved toys or clothes. I’m vocal about my choices and try to create awareness as much as possible. One might say it is such a middle-class thing to do, but it doesn’t bother me as I know it’s good for the planet.”Not everyone is understanding of the decision to go minimal, says Kanodia. “People tend to dismiss it as laziness, instead of appreciating it as my initiative to live more responsibly and sustainably,” she says. “I refuse gifts if they contain plastic, or have no real utility and are only fashion for fashion’s sake. Social pressures for dressing in certain ways are real, and we need to change the culture and narratives around fashion. The fewer things I own, the lighter I feel inside.”While some individuals may be thinking more consciously about their purchasing patterns, nothing will change until that attitude percolates down to the fashion industry, says Shefalee Vasudev, editor-in-chief of The Voice of Fashion. “It has to result in less garments in landfills. From a production point of view, it has to mean designers are producing less, doing one drop a year instead of six. Fast-fashion brands may use recycled fabrics or let you give back old clothes but they need to commit to not changing their merchandising every 15 days."— Additional reporting by Ketaki Desai medium95824196Wish you a happy new year full of old clothes medium95824205