Beat the Summer Heat in Style with these Breathable Clothing Options from Saadaa!

Fast fashion is a booming industry estimated to have a net worth of 200 billion dollars by the end of 2025. It is the second most polluting industry in the world, and yet we continue to see significant increases in these unethical practices. If you’re not familiar with the term, fast fashion refers to a concept where brands prioritise high production value due to rapidly changing trends and consumer demands. For years, this industry has contributed to numerous major issues, such as textile waste, pollution from the manufacturing process, and high carbon emissions.

The fast fashion industry often exploits individuals by employing cheap labour for mass production. It’s time to put an end to this unfair human exploitation, and that change starts with us. With numerous homegrown fashion brands in the market, slow fashion is gradually gaining the attention of consumers. If you, too, are searching for homegrown Indian brands that are changing the norms of the fashion industry, then Saadaa rightly deserves a spot on your list. Want to learn more about the brand's vision? Continue reading this article.

Summers mean Saadaa

Why is clothing from Saadaa the ideal way to tackle the unbearable summer heat? Saadaa wishes to associate sustainability with its brand identity. It is known for conscious material choices and ethical production practices. The brand aims to minimise its environmental impact. Popular for its linen and cotton apparel, the brand also uses high-quality fibres, utilising recyclable materials for packaging. As we all know, summers in India are unbearable; the only way to deal with this maddening summer heat is to wear summer-ideal fabrics such as cotton and linen, which are known for their lightweight texture, moisture-wicking properties, and air circulation. 

What is Saadaa?

A few homegrown sustainable Indian brands are making heads turn with their chic fashion designs and commitment to ethical production methods. Saadaa is one such brand. Known for its simple yet comfortable apparel, this brand is dedicated to empowering local weavers and embracing sustainable fashion. Saadaa, which means ‘simple,’ is winning hearts with its comfortable clothing. Founded by two friends, Akshay Shivpuri and Mahesh Tekwani, the brand has become popular for its airy linen pants and summery tops. The brand is recognised for its sustainability, indigenous use of cotton, and commitment to promoting the slow fashion industry. Every element, from the packaging to the fabric, is sustainably sourced. With each order, customers receive a ‘chitti’ or letter from the brand, which is eco-friendly as it contains seeds that can grow into a tree.

The Journey

Saadaa began its journey in 2020, and by 2021, the brand had launched its collection of ‘Everyday Cotton Pants.’ It was the first apparel line made from upcycled packaging. In no time, the brand gained attention from customers for all the right reasons. By July 2021, the brand had over 15,000 customers, and the number continues to grow. As the brand gained popularity, they wanted to ensure their identity was reflected in their products. Thus, they introduced seed paper tags and upcycled cotton packaging bags in partnership with Access Development NGO. At the core of the brand is the employment of local weavers and local craftsmanship. 

By November 2022, the brand had fully integrated the fabric to finish the cloud factory model, providing livelihoods for over 150 artisans. By 2023, the brand community had become diverse, including people aged 18 to 65. A pioneering brand promoting simple and sustainable fashion for women, by 2024, Saadaa had introduced menswear. Today, the brand has more than 40% of recurring customers, 99% of sales through their website, and has grown to a team of more than 200 people. So far, 800 or more local artisans are employed and a community of more than 5,00,000 customers. 

Their Bestsellers

If you’re wondering, which are the best pieces to buy from this brand? Don’t worry, we’ve got you covered! For women, the Airy Linen kurta comes in a variety of sizes and aesthetic pastel shades. Customers can buy the airy kurta in shades like lilac, yellow, red, mint green, turquoise and more. The right way to style your outfit would be the Everyday Cotton Pant, which exudes comfort and style. Customers can also try the brand new Palazzo Pants in soft, viscose material. Men can also buy summer pieces like the Airy Short Linen Kurta, Formal Shirt and many more such comfortable pieces. A journey that began from a 100-square-foot garage is now a leading homegrown fashion brand in India.