When the term “sustainable fashion” is mentioned, one might immediately envision a loose-fit khadi kurta or a flowing dress crafted from organic cotton. However, within the realm of high-street fashion and luxury brands, sustainability has yet to establish a significant presence, particularly among domestically produced labels. In an effort to alter this landscape, OG&Co’s latest collection, ‘Thy Earth,’ aims to shift the dialogue surrounding sustainability. We had the opportunity to speak with Urshila Rao Ganji, the founder and creative mind behind the brand, to delve deeper into this initiative.
1. Was OG&Co’s founding vision always centred around sustainability and ethical practices, and what served as the inspiration behind the conception of the ‘Thy Earth Summit’ collection?
Urshila Rao Ganji: For me, OG&co is a representation of my beliefs and values. ‘Thy Earth Summit’ was a collection made with love for the earth. I wanted to curate a meaningful wardrobe for everyday essentials that reminds you of how loving the nature is. The garments were named after famous poems on nature. It’s an ode to nature.
2. Please shed some light on the silhouettes, colour palettes and cuts in the collection.
Urshila Rao Ganji: The collection has a lot of earthy tones, as the theme was such. Brick reds, lush greens, browns and beige are our palette, consisting of everyday essentials that can go for a variety of occasions- co-ord sets, skirts, line dresses and many more to come for the summer! All of these garments are made from hemp and bamboo blends.
3. The brand started with an athleisure collection and has now expanded into relaxed and high-street fashion silhouettes. How do you envision this expansion resonating with your audience?
Urshila Rao Ganji: The expansion so far has been great, and the response has been surprisingly great, especially because we tapped into a wider range of customers. It was what was needed to promote our brand goals in a much more effective style.
4. What eco-friendly practices have you adopted for this collection, and what are the unique benefits they offer?
Urshila Rao Ganji: All our clothes are made of hemp and bamboo. Based on this collection, we have used different blends and GSM for different silhouettes.
5. How do you think conversations around fashion and sustainability have developed in the past year?
Urshila Rao Ganji: Honestly, when I started off, I did not understand the magnitude of sustainability, especially today. More than ever, it is the need of the hour for our environment, and I see a lot more people becoming aware of the implications the garments they buy could have. Everyday is a better day for us as we speak, someone somewhere is making those sustainable changes in their life, and I’m hoping for them to only deepen their moral compass with time.
