Indian fashion label rebrands as 100% natural

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In India, popular clothing line ITC Wills Lifestyle has announced it will only use 100% natural materials. The company—known for minimal, understated designs—has committed to using only cotton, linen, silk or woolen materials. To mark the event, the brand is relaunching as WLS.

“Evolved consumers understand the consequences of their actions – on themselves, their communities and the planet. As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights, inspired by all that is real and catering to consumers who value responsibility and originality,” says Vikas Gupta, divisional chief executive, ITC Lifestyle Retailing Business Division.