Organic cotton clothes

Good for you, excellent for the environment

For people like me who believe in having a better lifestyle, we have to make better choices every day about every thing. The good news is that all the way from organic food to chemical-free personal care products, we now have a choice. One of these companies is called Mehera Shaw and they are selling clothes made from organic cotton grown in India.

Fashion entrepreneurs Mark and Shari Keller are part of a new understanding in the fashion movement: putting ethical together with enduring style. Over the last eight years, the Kellers have developed their business from a romantic inspiration in the Rajasthan desert to a fashion house whose philosophy is rooted in do-good ethics, ecological production methods, fair trade, and above all, a feminine ideal of beauty and enduring style. Their philosophy has evolved out of a desire for their clothes to be a reflection of their values. "Our clothes are not trendy-- rather they are classically inspired. I want our designs to reflect a happy femininity and also enduring style," comments Shari.

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Mark and Shari developed Mehera Shaw in 1999, out of a passion for India and its people and indigenous arts. " Everything we make" comments designer Shari, "is done using traditional techniques, from the hand block printing and vegetable dyes to many of the stitching techniques. We make an effort to keep alive the artistic history of the fabric. We work with techniques that leave as little environmental impact as possible while also supporting the quality and style of life of the village artisans who have traditionally done this type of work. Our styles are about an 'enduring fashion'. Progressive fashion is not about trends. It's about sustainability and respect."

Mehera Shaw's clothing is fair made and supports the cottage industries of North India. It is one of a handful of ethical fashion houses that are seeking to give voice to artisans through an integrated, grassroots process. Shari comments: "Being a business owner carries with it the responsibility to do things in the best way possible and encourage others to make the same choices."