Check Out How Something Sustainable is Celebrating Slow Fashion with Natural Dyes

In a fashion industry built on speed, scale, and constant newness, Something Sustainable feels refreshingly unhurried. It is a brand that does not chase trends or seasons, but instead asks quieter, more difficult questions: Where did this fabric come from? Who made this garment? And does the world really need another piece of clothing?

The idea for SOS emerged after its Prernaa Lohiya, the founder spent nearly a decade working across luxury and fashion, with her final role in fast fashion becoming a turning point. Witnessing the industry’s obsession with overproduction and rapid turnover, often at the cost of craft and quality, left her unsettled. Around the same time, sustainability and conscious living were beginning to enter mainstream conversations. As she started making small, mindful changes in her own life, she found a sense of peace and purpose that had been missing.

Growing up in India, where repurposing fabrics and reusing garments were always part of everyday life, sustainability felt instinctive rather than aspirational. Something Sustainble (SOS) was conceived not just as a clothing label, but as a solution-driven brand that reimagines waste, collaborates closely with artisans, and respects both people and the planet.

Designing Backwards: Letting Fabric Lead the Story

Unlike most fashion brands that begin with moodboards and trend forecasts, SOS starts with what already exists. Every collection begins in overstock rooms, where surplus fabrics are carefully sifted through and evaluated. Choices are guided not only by colour or texture, but by durability, quality, and longevity.

"Once selected, fabrics undergo testing before moving into sampling. Silhouettes are refined slowly, with a strong focus on fit and wearability. From sourcing to final production, an overstock-based collection can take three to four months, reinforcing SOS’s belief that thoughtful design cannot be rushed," says Lohiya. 

The Beauty of Imperfection: Working With Natural Dyes

Natural dyeing is central to SOS’s identity and philosophy. "Working with food waste and temple flowers, the brand collaborates with small craft communities to extract dyes using traditional techniques. The process is slow, delicate, and often unpredictable," opines the founder. 

Rather than aiming for colour uniformity, SOS embraces variation. No two garments look exactly the same, and that uniqueness is seen as a strength rather than a flaw. Colours evolve and soften over time, creating garments that age gracefully instead of wearing out.

To maintain quality and longevity, SOS uses certified organic fabrics and ensures dyes are carefully set and stabilised. While some shades may lighten during the first few washes, they eventually settle and hold well. The result is clothing that feels alive—shaped by nature, time, and human touch.

Artisans as Collaborators, Not Suppliers

At the heart of SOS lies a deep respect for artisans and craft communities. Partnerships are built through conversation, trust, and shared values rather than convenience or cost. The brand works only with artisans who are passionate about preserving their craft, taking time to visit workshops, understand processes, and build long-term relationships.

Whether collaborating with certified organisations or small generational artisans, SOS prioritises transparency, ethical practices, and the dignity of labour. Multiple rounds of sampling ensure that every product meets both aesthetic and ethical standards before production begins.

Balancing sustainability with increasing customer demand remains one of SOS’s biggest challenges. The brand openly acknowledges that it has not fully found the perfect balance yet. Rather than scaling aggressively, SOS chooses to grow thoughtfully, staying aligned with its values.

"One way this balance is being explored is by expanding the definition of sustainability within the brand. By working across different materials, processes, and craft forms, SOS can offer a wider range of products while maintaining its commitment to responsibility and intention, expresses Lohiya. Customers, increasingly drawn to uniqueness and authenticity, have responded positively to this approach.

Seasonless Design and Timeless Silhouettes

SOS’s design philosophy is rooted in the idea of seasonless, enduring clothing. Trends are observed but not followed. Instead, the brand focuses on classic silhouettes that remain relevant year after year, enhanced by subtle details that keep them contemporary.

A white shirt or tee may appear in multiple collections, but each iteration carries small changes in finish, texture, or construction. Storytelling and thoughtful styling take precedence over seasonal cycles, allowing garments to exist beyond the constraints of fashion calendars.

Creating a local, low-impact supply chain was one of the most challenging parts of starting SOS. The brand took nearly nine months to begin production, largely because its vision did not align with conventional manufacturing systems. Eventually, a fair-trade factory in Kolkata became a long-term partner, despite the brand’s low volume requirements.

This partnership, built on mutual trust rather than scale, has grown alongside SOS and remains integral to its identity. It reflects the brand’s belief that sustainability is as much about relationships as it is about processes.

Sustainability Beyond Buzzwords

For SOS, sustainability extends far beyond certifications and industry jargon. It is a way of living consciously, making thoughtful choices, and respecting people, craft, and the environment. As the brand continues to explore new natural dye techniques and craft collaborations such as Ajrakh, Kantha, and Aari embroidery, this philosophy remains unchanged.