Sustainable fashion is everywhere these days. Brands plaster the word 'eco' on swing tags while continuing to manufacture in polluting factories with underpaid workers. It's called greenwashing — and it's rampant across India's fashion industry.
B77 is different. Not because we say so, but because every decision we make — from the fabric we source to the artisans we work with — is rooted in genuine accountability.
What Truly Sustainable Fashion Looks Like
True sustainability in fashion isn't just about using organic materials (though that matters enormously). It's a holistic commitment across the entire supply chain:
✔ Sustainably sourced fabrics: organic cotton, linen, bamboo, eco-denim, and the ground breaking Himalayan Grass Fabric (HimGra)
✔ Energy-efficient production processes that reduce the carbon footprint of manufacturing
✔ Cruelty-free practices — no animal products, no exploitation
✔ Circular fashion thinking: designing for longevity, promoting reuse, and recycling fabric scraps
✔ Tree planting: B77 plants a tree for every order placed on the website
The B77 Difference: Fabrics With a Story
Every fabric in the B77 wardrobe has a provenance worth knowing. Our linen is cool and crisp in Indian summers. Our bamboo is naturally antibacterial. And our flagship innovation — HimGra Himalayan Grass Fabric — is sourced from high-altitude communities in India, supporting local livelihoods while offering a unique textile unlike anything else on the market.
We were the first brand in the world to use HimGra NNF commercially. That's not a marketing claim — it's a fact we're incredibly proud of.
Worn by People Who Care
B77 has been worn by Miss World Asia 2019 Suman Ratan Rao, filmmaker and environmentalist Pragya Kapoor, actor Varun Sood, and actress Aahana Kumra — people who care as much about what their clothes stand for as how they look.
When public figures choose a brand based on values, not just aesthetics, it says something important. It says the brand's ethics are visible enough to stand behind.
The Future of Fashion Is Already Here
You don't have to wait for the fashion industry to change. You can choose differently, right now. Every rupee you spend is a vote for the kind of industry you want to see — one that's fair, beautiful, and built to last.
