Join the Organic Movement

The story of textiles in India is one of the oldest in the world. From Alexander the Great to Marco Polo, all have mentioned seeing in India the finest and most beautiful cloth in all the world - from fine flowered muslins and robes embroidered in gold, to beautiful silks and cashmeres dyed with indigo, logwood, carthemus, saffron, and cochineal. It is said these delicate colours were made fast by the special waters of Dal Lake. The East India Company traded these wonderful cotton textiles from India across the world. 

The Indian nobility have also been great patrons - their sartorial preferences and their wistfulness for delicate fabrics and jewellery, kept many of these elegant designs and unique skills alive across centuries. Times have changed, but the rich textile heritage and the love for beautiful fabrics delicately embellished, still brings great joy to many of us. 

As we stand on the threshold of India's Independence day, we at B77 are attempting to strike the right balance between age old weaves, low environmental impact and innovating with technology to enable us to meet the demands of the future. 

We hope all the learnings from India's struggle to become independent, to build a strong nation that respects equality and justice, will continue to inspire current generations to make ethical and sustainable choices in their everyday life.

Sustainable and ethical fashion, in simple terms, refers to the designing and manufacturing of clothes in such a way that it maximises benefits to the community and the industry, while minimising its impact on the environment. 

Historically, Indians have been prudent and have always considered sustainability to be an important virtue. It's now time to renew that spirit and to support a brand that brings together products of excellent quality that are thoughtfully designed and ethically produced. You have the opportunity to positively impact the health of our planet without sacrificing style or quality. With clothing that is consciously designed and manufactured, with processes that reduce natural resource waste by 82%, B77 allows you to be the best version of yourself! 

Shop B77 and be introduced to a plethora of modern sustainable fabrics along with time tested linens, organic cottons and silks. At B77, we are keen to disrupt the very wasteful and polluting fashion industry with cleaner, and more planet friendly options.

Don't let this Independence Day pass you by without making a conscious choice. In exercise of our freedom, please support proud home-grown brands like B77. Stand for sustainable & ethical fashion, make responsible purchases and help local weavers and artisans thrive and support their families too.

You will also be pleased to note that at B77, we adhere to a no-waste policy.  We design our garments in 2D and 3D software, which allows us to reduce the amount of waste caused by traditional multiple sample making by almost 70%. In collaboration with DESCAT UK, we recycle and up-cycle garment scraps as well, to avoid any unintended use of non-renewable materials.

To reduce wastage and lower our carbon footprint further, we have come up with our revolutionary 3D fitting room. While staying in the comfort of your home, you can try on clothes virtually till you find the perfect fit and style. 

The B77 Trial Room is a futuristic 3D fitting room that will enable you to create a virtual avatar of yourself on which you can try on a B77 garment. The unique heat-mapping technology enables you to see if the garment is too tight or too loose. This technology addresses the gap in the online shopping market by encouraging you to see, try, and only then buy, therefore saving your time as well as reducing returns.

As customers, we can make a difference by choosing products that are designed in a low chemical and plastic-free environment, and by understanding the importance of gradually switching to a more conscious and ethical way of living, where our purchasing choices make a positive impact on everyone in the value chain. Our efforts will lead to big change if we work together!

Please come and dress your freedom with yards of our hand-drawn natural fabric! We thank you for joining us on our journey toward sustainability.