Shop for Change and Anita Dongre’s AND announced groundbreaking new partnership to mainstream fair trade across India. Anita Dongre’s retail brand AND is leading the way in the Indian fair trade movement as the first major retail chain to launch a clothing range made with Shop for Change Fair Trade certified cotton.
The collection of tops and dresses comprises of 21 vibrant designs and will be available in range of colours across 16 AND stores plus select Shoppers Stop, Central, Lifestyle, and Pantaloons stores. The cotton is sourced from Chetna Organic Agriculture Producer Company, where Shop for Change has certified just under 3,000 farmers in Andhra Pradesh and Orissa. The entire range is made of 100% Shop for Change Fair Trade certified cotton.
Anita Dongre, Creative Director, AND said, “Working closely with Shop for Change gives me the opportunity to make a difference. Having visited fair trade farmers in Andhra Pradesh with Shop for Change, I see the importance of introducing this concept into the fashion industry and hope that my fellow designers will also bite this fabulous bug. My new fair trade summer collection is attuned to the fashionable mindset of young Indians. And I’m pleased to announce that AND’s followers can look forward to an even wider range of fashionable fair trade styles in the seasons ahead.”
Shop for Change Fair Trade, a not for profit organization which builds on successful international models of fair trade certification, was established by Traidcraft Exchange (UK) and International Resources for Fairer Trade (India) and is funded by the European Union and Dutch Foundations ICCO and Hivos.
