Celebrating our 2nd Launch: A Step towards Sustainable Fashion

As global awareness of environmental issues rises, so does the demand for sustainable alternatives in fashion. The conversation around climate change and responsible consumerism has revealed the critical need for sustainable practices in an industry known for its rapid consumption patterns. Enter Jharokha, a fresh, eco-conscious brand that invites us to rethink fashion. Dedicated to a slower, more intentional approach to style, Jharokha’s second collection reflects an appreciation for ethical production and timeless design. This second launch of ours includes two shirts, a short dress, an ombre dress, and a chic crop top—all designed with sustainability at the core.

Why Slow Fashion?

Fast fashion has long encouraged a culture of "buy, wear, discard," producing clothes that are inexpensive but lack quality. This cycle contributes heavily to waste, pollution, and unethical labor practices. Slow fashion, on the other hand, prioritizes quality, durability, and a conscious choice to reduce waste. Jharokha’s approach to slow fashion not only focuses on making each piece lasting and versatile but also emphasizes the importance of building the overall handloom eco-system in India. 

The Jharokha Collection: Designed for a Conscious Lifestyle

Jharokha’s "Tropical Escape '24" collection offers versatile, statement pieces that effortlessly blend style with sustainability. Each piece has been crafted using eco-friendly materials and processes to minimize environmental impact.

Palma

Embrace the sunshine in our Sun-Kissed Crop Top. Handcrafted from 100% sustainable cotton, this top is as soft as a summer breeze and as kind to the planet as it is to you. The unique tie-dye pattern, inspired by the sun-drenched beaches, adds a vibrant touch to your wardrobe. The relaxed fit and soft fabric make it perfect for everyday wear or a breezy beach day. Pair it with your favorite denim shorts, a flowy skirt, or high-waisted pants for an effortlessly chic look.

 

Alizé

This dress features a striking single-shoulder silhouette, adorned with wooden bead details on the neckline, adding a touch of charm. The adjustable open back creates a sexy, breezy look, perfect for showing off sun-kissed skin while maintaining a sense of ease and elegance. The relaxed fit and hidden pockets bring comfort and practicality to this stunning vacation staple, making it the perfect companion for tropical getaways, beachside lounging, or playful nights under the stars.

 

Rubis

Designed for comfort and versatility, this dress comes with long sleeves and an elastic waist, offering a flattering silhouette that moves with you. The chic keyhole detail in the back adds an element of elegance, while functional pockets bring practicality to your everyday wear.

 

Triara

Designed with comfort and style in mind, the dress boasts an adjustable strap at the back, ensuring the perfect fit for every body type. The intricate wooden bead detailing around the neck adds a touch of elegance and elevates the overall look. And let's not forget the practical details - spacious pockets to keep your essentials within reach.

 

Paraiso

Effortlessly stylish and eco-conscious, this hand-tie-dyed relaxed fit shirt is the perfect addition to your wardrobe. Crafted from soft, breathable organic cotton, this shirt features a timeless lapel collar and a relaxed fit that drapes beautifully for ultimate comfort. The hand-tie-dye technique adds a unique touch, making each piece one-of-a-kind.

 

Ember

Made from sustainable handloom Kala cotton fabric sourced from the Kutch region of Gujarat, this shirt combines traditional craftsmanship with eco-friendly design. Kala cotton is known for its durability and minimal environmental impact, as it is grown without synthetic chemicals, making it one of the most sustainable cotton fabrics available. The shirt features a hand-embroidered flower on the pocket and delicate lace detailing on the sleeves, adding a unique, artisanal touch. Lightweight and breathable, it’s perfect for both casual wear and more polished occasions.

 

Eco-Conscious Manufacturing and Ethical Production

One of Jharokha’s defining principles is its dedication to sustainable fabric manufacturing. The brand works with artisans who use age-old weaving techniques, reducing the need for high-energy machinery. All dyes used are plant-based or natural, ensuring a minimal ecological footprint.

By using locally sourced materials, Jharokha reduces transportation emissions and actively supports small communities and artisans, who are often marginalized in the fashion industry.

Making the Shift: Why New Generations Should Choose Sustainability

As the next generation, we hold immense power to shape the future of fashion. Our choices have an impact. Every purchase can be an investment in a more sustainable future. 

By choosing sustainable brands (and not just Jharokha), we are signaling a preference for longevity over disposability, quality over quantity, and ethical practices over profit-driven shortcuts. Our wardrobes become more than just clothes; they become a reflection of our values and our commitment to the planet.

In Conclusion: A New Era of Fashion with Jharokha

Jharokha’s 2nd product launch marks the beginning of an exciting journey, one where fashion meets responsibility, and style meets substance. Our collection is an invitation to embrace a new era of conscious choices that celebrate heritage, craftsmanship, and respect for the Earth.

Let’s choose sustainable style. Let’s support brands that promote sustainability, who are not only making clothes but creating a movement. In doing so, we play our part in paving the way for a fashion industry that respects people, the planet, and future generations. The journey toward sustainability begins with us—one mindful purchase at a time.