B77 - an address for Curated Conscious Clothing
IN CONVERSATION WITH FOUNDERS RACHNA & NUPUR
2020 was a year like none before, as the world we knew almost came to a standstill. For once, people were forced to take time out to breathe. The initial subdued relaxation that came along, was short lived as the pandemic raged on and uncertainty loomed all around. It was a time that forced us to make difficult decisions and most importantly a time to introspect.
And introspect we did!
B77 Co-founder and CEO Rachna Sarup, speaks of her own personal experience,
“Having spent 30 years in the fashion industry, often considered one of the more polluting fields, I had to take a step back during the pandemic and consider these existential questions ‘what brought us here? What are the key things that bring us comfort at the end of the day? What is the purpose of our lives?’ We were constantly bombarded with information about the effects of our poor choices on the planet. Many industries, including fashion, were being held accountable for the state of our current affairs and of course with the physical and emotional toll that the disease was taking, the blame game became an easy picking”.
Rachna began these conversations in her social circle, including with her cousin Nupur.
B77 Co-founder and CDO Nupur Mathur, recounts,
“When Rachna and I started discussing these issues and effects of the pandemic, the answers to our three intrinsic questions suddenly became clearer. We had simply forgotten to keep our needs simple, clean and conscious, a strong positive belief in oneself along with the support of family and friends is what brought true comfort to us and the only purpose to our lives was to live it, with joy and happiness”.
This sparked off an idea - one that became all consuming!
To create a brand that was genuinely sustainable yet kept fashion at the forefront, creating a niche of the Eco-Chic!
B77 was conceived with a clear intention for a Positive Progressive Path ahead.
Believing in a brighter tomorrow symbolised by the angelic number ‘77’, B77 represents a positive and progressive impact guided by knowledge and wisdom. Brand B77 is now a place where we convert our thoughts into action by understanding the essential fashion needs of discerning women and men and creating eco-friendly sustainable garments to suit them.
Walking the talk
Every B77 garment is conceptualised with 3 key factors in mind: Utility, Longevity and Source.
Utility: Our products have a purpose; they cater to the many facets of our ever-evolving lifestyle. Through a process of extensive brainstorm and research, we design products which are based on consumer sentiments and specific needs of the Indian body type.
Longevity: B77 has a commitment to quality. We ensure that every product from our collections is stitched to the highest quality standards enhancing its longevity and making it a much-loved and much-used item in your wardrobe. We pride ourselves for our “just in time” manufacturing that ensures that each B77 outfit is crafted with the same amount of thought and precision which went behind its conception.
Source: We work with a hand-picked vendor base carefully selected to share our ethos in producing raw materials sustainably without the use of fertilizers, pesticides and over irrigation methods
Rachna says “It was important for us to select our vendors with care, to fulfil the promise that we set out. We identified the right partners and are aligned ourselves with social sustainability projects which upskill and provide employment to villagers across India, and uplift entire communities on a whole. With them, we now work at a textile level and create fabrics in our signature blends woven specially on the handloom”
“Technology was always going to be an important part of the brand”, Nupur adds, “As a company spearheading technology in fashion, we have not only introduced a revolutionary new 3D Trial Room technology to help customers find their right fits, but we have also ensured that design technology is incorporated at every stage of our product development cycle to bring it down to zero waste”
Technology behind the garments
Each B77 garment starts its journey from a sketch to a two dimensional pattern on our design software. The pattern is then converted into a three dimensional garment and fabric properties are incorporated, to create a true-to-life product. Our in-house designers check the feasibility, drape, and fall of the actual garment on the 3D version and incorporate any design changes at this level itself. Thereby, reducing our carbon footprint and wastage of not using traditional techniques of sampling and re-sampling.
Technology for you!
Bring a revolutionary new technology for the first time in Asia, our 3D Trial Room is designed for customers to get a real feel of the garment, before they buy. By adding their sizes into our software, we generate a virtual Avatar of the customer body type to showcase the fit of the garment with over 90% accuracy*. With the help of the ‘Heat Map’ customers can select various sizes and check their fits, thus empowering them to make an informed decision on their purchase.
Our entire team has come together with a dream; to make B77 an address, not just for a curated and conscious shopping experience but for an evolved and engaged community We provide avenues for community discussions on a sustainable lifestyle. Through our brand and our efforts, we want to emphasize that low impact fashion can become a way of life without compromising on timeless style.
Join us on our sustainable journey to build a brand that cares, for you and for the environment.
