REDEFINE VALUE AND CHALLENGE THE RAMPANT CONSUMERISM OF FAST FASHION
MOVEMENTS NOT SEASONSNAGNATA is a part of the new generation of designers who think beyond glamour and profit to our social responsibility as a brand and the impact we can make.
Through sustainably focused contemporary fashion lines and artisan initiatives, NAGNATA aims to redefine value and challenge the rampant consumerism engendered by fast fashion.
NAGNATA’s design philosophy is one of ‘sustainably minded design’. The designers approach each collection with thoughtful negotiations between sustainable manufacturing and premium directional design. Considering what is the most environmentally conscious option that will support the production of a high-quality garment, that ultimately will stand the test of time.
NAGNATA’S ready-to-wear collections work on transeasonal MOVEMENTS rather than strict fashion seasons. NAGNATA styles are designed to offer versatility and longevity and each collection is an evolution of the previous, intended to be complimentary and styled together.
The ‘MOVEMENTS NOT SEASONS’ method is to ensure the brand doesn’t overproduce and grows within the capacity of the business. NAGNATA does not offer end of season sales on the brands online platform or with Australia and New Zealand stockists – as NAGNATA believes clothes should not be devalued at the end of a 3 month cycle.
NAGNATA recognise that sustainable practices surrounding design and business is a complex world of interconnected challenges; but the brand is committed to making environmentally conscious and ethical choices and driving innovation in the industry.
ORGANIC COTTON MINIMAL MATERIAL WASTAGENAGNATA work with certified organic cotton as conventionally grown cotton crops are treated with synthetic pesticides, insecticides, herbicides and fertilisers.
These toxic chemicals cause illness, cancer and in some cases death to farmers and harmful side effects to factory workers and the end consumers who inhale chemical residue trapped in the threads. The chemical runoff from conventional cotton farming also seeps into nearby waterways killing wildlife and polluting the water.
As if this isn't bad enough - certain pharmaceutical companies who supply the chemicals for the crops also develop the drugs needed to treat the illnesses of the farmers affected. In poorer countries like India, farmers have fallen so in debt to pharmaceutical companies that committing suicide was the only foreseeable way out.
NAGNATA's MOVEMENT 001 launch collection of technical-knitwear is made from certified organic cotton and the garments are constructed as fully-fashioned knitwear pieces, to eliminate yarn wastage from the production process.
This premium knitwear construction is less wasteful than common cut-and-sew methods of make, where pattern shapes are cut into fabric and the scraps of material thrown away.
Environmental and ethical reasons aside, NAGNATA use organic cotton because it’s a soft, natural and breathable fibre against your skin and absorbs the sweat and toxins released from your body during practice.
SHOP MOVEMENT KNITWEAR COLLECTION 001
REUSE, RECYCLE AND UPCYCLEThe fashion industry is the world’s second largest polluter, following closely behind the big oil companies. The environmental pollutants from manufacturing and the amount of discarded clothes and textiles that end up as landfill each year make for one dirty and incredibly wasteful industry.
NAGNATA encourage a culture of conscious consumerism by designing premium products that offer versatility, longevity and sustainably focused design. The brand aims to integrate these values through all aspects of the business from product to packaging.
NAGNATA products purchased online the brand STORE come packaged in a resusable organic cotton tote bag dyed using AZO free dyes. Promotional materials are printed on recycled paper with non toxic vegetable dyes where possible. All packaging and printed materials are reusable and recyclable.
NAGNATA launched an upcycled textile program in 2014 reworking antique tribal materials into bespoke artisanal fashion and accessory collections.
SHOP ARTISANAL YOGA MAT BAGS
SHOP ORGANIC COTTON TOTE BAGS
FAIR TRADE ARTISAN PROJECTSNAGNATA work with fair trade artisan initiatives in an effort to spread cultural awareness and cultivate livelihood opportunities for communities in need.
Travel informs the direction of each artisanal collection as the culture, craft, available materials and skill of the maker become an intrinsic part of the creative process.
NAGNATA work with a family run artisan collective located in The Pink City, Jaipur in India. NAGNATA worked closely with the artisans to build the textile upcycling program and trained them to develop the brands signature artisanal yoga mat bags and bespoke fashion collections.
Through the recycling of age old textiles the brand aspires to give new life to traditional materials and celebrate the beauty and culture surrounding indigenous art and tradition. NAGNATA supports the slow fashion movement and creates pieces that transcend trends and generations.
NAGNATA collaborated with Women Weave in Madhya Pradesh, India, to support the role of women working in traditional handloom weaving and worked in the classroom with children of The Handloom School. The designers also volunteered with Avani, a sustainable community nestled in the foothills of the Himalayas to learn the ancient art of Indigo vat dye and be involved in their innovative environmental conservation program.
NAGNATA’S collaboration with artisan initiatives signifies the brands efforts towards women’s empowerment, poverty alleviation and ethically minded entrepreneurialism.
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SHOP ARTISANAL YOGA MAT BAGS
NAGNATA BRAND PHILOSOPHYThe foundations of the brand embody movement and mind practices integrated from eastern and western culture. The name NAGNATA is derived from the Sanskrit word ‘nagnatA’, which translates as nakedness.
The concept of nakedness alludes to raw, exposed and in ones natural state; this relates to the practice of yoga as a pathway intended to reveal one’s internal resistance and return to a more natural and authentic state of being.
The name NAGNATA draws upon the foundations of Tantric yoga, the teachings of which embrace all aspects of life and the weaving together all threads of our being into one harmonious whole.
The concept for NAGNATA was formed while brand director Laura May was travelling through Mexico and Guatemala studying yoga, tantra, metaphysics and meditation.
The Sanskrit word ‘tantra’ translates variously as loom, fibre, textile, warp, technique and teachings, all words associated with the traditional practice of weaving and relates to the brands artisanal collections. NAGNATA’s mandala logo was designed as a graphic embodiment of interconnectedness and the brand’s mission to work collectively with communities throughout the world towards a better future.
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